International Business Environments: Learning Goals, Simulation Markets, and Teamwork

INB 300 McInnis-Bowers

May 1, 2009

Spring Final Exam

1.0 Learning Goals

1.1 Cross-Cultural Business

I well-read that it is extremely important to be culturally literate (and not at all ethnocentric), if a contrast wishes to expand internationally. check to Wild (2008), the definition of cultural literacy is detailed knowledge slightly a close that enables a person to function effectively within it. Knowing the culture of the target market helps when arduous to open a new sales office on that point or looking for foreign investors. Also, knowing the nations preferred components of culture, (like aesthetics, values, customs, religions, etc.), helps when intention crossways, brand names, and suitable advertisements. It is crucial to avoid any oral communication blunders plus a company can increase implore if the culture is taken into account and their products are adapted accordingly.

One of the cases used in class that illustrates cross-cultural wrinkle is the Gillette Indonesia case. Gillette had difficulties advertising because there were over 250 regional languages and dialects in Indonesia at the time of the case in 1996. Also the consumers were not as wealthy as their other average customers which affected prices and product distribution.



In general, in Asian countries they dont shave as such(prenominal) because their ethnicity doesnt grow hair as quickly as others (Long, 1998). I didnt realize how all these cultural differences greatly influenced the important business decisions Gillette makes as a company.

Another example of cross-cultural business is the Henkel KGaA: Detergents Division case. This case is an excellent representation because it pull down says, laundry and home cleaning are very culturally grounded activities. One of Henkels main problems was the north-south divide within Europe. The target markets culture affected the consumer preferences such as powder vs. liquid, performance vs. care, macro boxes vs. compact, and even the color of the...

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