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Marketing Plan for Launch of Sports Drink – Sun’s Sports Drink

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The Cultural Environment of Global Business
文化环境的全球业务

The challenge of crossing cultural boundaries
跨越文化界线的挑战
The meaning of culture: foundation concepts
文化意义:基础概念
Why culture matters in international business
为什么国际商业文化很重要吗
National, professional, and corporate culture
国家、专业、企业文化
Interpretations of culture
诠释文化
Key dimensions of culture
关键维度的文化
Language as a key dimension of culture
语言作为一个关键维度的文化
Culture and contemporary issues
文化和当代问题
Managerial guidelines for cross-cultural success
管理指导跨文化的成功

Cross-Cultural Risk
跨文化风险
A situation or event where a cultural miscommunication puts some human value at stake
一个情况或事件,一个文化上的隔阂使一些人的价值岌岌可危
Cross-cultural risk arises when we step into different environments characterized by unfamiliar languages and unique value systems, believes, and behaviors
跨文化的风险起因当我们进入不同的环境特征是不熟悉的语言和独特的价值体系,认为,和行为
It is one of the four major risks in international business
这是一个四个主要风险在国际业务

Manifestations of Cross-Cultural Risk
跨文化风险的表现
Ethnocentric orientation: using our own culture as the standard for judging other cultures
种族优越感的取向:使用我们自己的文化为标准来判断其他文化
Polycentric orientation: a host country a mindset where the manager develops a greater affinity with the country in which she/he conducts business
多中心取向:一个东道国的心态,经理发展更密切关系的国家她/他进行业务
Geocentric orientation: a global mindset where the manager is able to understand a business or market without regard to country boundaries
地心方向:全球思维,经理可以了解一个业务或市场不考虑国家边界
Managers should strive to adopt a geocentric orientation.
经理应该努力采用地心方向。

Cultural Orientations Influence?
文化取向的影响?
Everyday Behavior
日常行为
Interpersonal exchanges- greeting and parting rituals.
人际交流——问候和离别的仪式。
How far apart to stand, what to say, and whether to touch or smile.
相距多远站起来,说什么,是否触摸或微笑。
Ceremonies may vary as a function of the age, gender, and status of

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