Role Of Culture In International Marketing - Myassignmenthelp.Com

Question: Discuss about the Role Of Culture In International Marketing. Answer: Introduction The report shows the comparison and contrast of the culture in two different countries. Italy and Egypt have been selected for the analysis of the cross-culture that might create an impact the negotiations between the business people from those nations. Cultural dimension and the value system of the Italy and Egypt will be discussed. Hofstedes cultural dimension Hofstedes cultural dimension theory is an effective framework for cross-cultural communication and the theory is developed by Geert Hofstede. The theory refers to the effect of the societys culture of countries and the values of its members (Samaha, Beck and Palmatier, 2014). (Source: Hofstede Insights, 2018) Power Distance This dimension reflects the fact that all the individuals in the society are unequal. Northern Italy has a tendency to select equality and decentralization of decision and power and the southern part of Italy is totally opposite then the northern part. In Egypt, every person accepts the hierarchical order in the organizations. Therefore, the subordinates of the company expect to be told about their task that needs to be done by them. The centralization is popular in the organizations of Italy (Hofstede Insights, 2018). The international companies like to perform the negotiation of the trade deals with the country that provide an opportunity to their employees to develop skills and believe in equality which means Italy. Individualism This dimension shows the degree of interdependence a society keeps between its members. Italians have their own opinions, ideas, and thoughts or objective in life due to which they get motivated and become happy due to personal fulfillment. This shows that the society of Italy follows individualism but on the other hand in Egypt, there is a presence of the collectivism. The society of the country believes in the strong relationship and each member takes the responsibility of their team members. Nowadays, to achieve the organization goals there are needs of the teamwork but along with that, the company is also looking for the straightforward society where the members can share their opinions towards. It totally depends on the company with whom they want to negotiate for business deals (Hofstede Insights, 2018). Masculinity The high score (Masculinity) reflects that the society is going to be driven by the achievement and victory. Apart from it, the low score (Feminine) reflects dominant values in the society. Italians believe that the competition is necessary to win to achieve the success in the career. Egypt is having low scored which shows Feminine society, where the members of the society are working in order to live a quality life. Uncertainty Avoidance This dimension shows how the society deals with the future with the statement that the future cannot be predicted. The planning approach of Italy is strong due to which they are can face the uncertainty in the future. Egypt maintains rigid codes of behavior and belief due to which the company can deal with the uncertainty in future. Business can perform the negotiation deal with both the countries as they can easily face the uncertainty in the near future (Hofstede Insights, 2018). Long-term orientation This dimension shows how the society has to maintain particular relations with its own past while dealing with the difficulties of present-day and yet to come. The society of Italy is pragmatic where people of society have faith that the truth depends on the time, circumstances and context. The culture of Egypt is normative that indicates that the people believe in the truth in their thinking. Indulgence This dimension demonstrates the level to which the people can try to regulate their impulses and desires. Italian culture is Restraint in which society is not focused towards the leisure time and control the gratification of their desires. Similarly, the culture of Egypt is very restrained more than Italy (Hofstede Insights, 2018). Value system Italy Value system Italians like to perform the business activities with the high-ranking people and this is the reason due to which they often protracted the negotiations that leads to issue. The country likes to form the business negotiations on the basis of the verbal agreements and the failure of which leads to the ending of the business relationship (Commisceo Global, 2017). While meeting the heated arguments and debates are often erupt in meeting due to the free-flow of ideas as member believes in presenting their opinions and ideas. Egypt Value system Egyptians are tough negotiators but this is also a fact that they don't find themselves comfortable while saying no' so if they are not responding to that deal that ultimately means negative sign which is an negative impact. Egyptian believes in having string social side of the business because for them the personal relationships are essential for the long-term business with Egyptian (Commisceo Global, 2017). Decisions are taken by the highest ranking person, if in case the government is involved in the decisions then the approval must be given by the ministers of several departments. Conclusion The report shows the comparison between the culture of the Italy and Egypt on the basis of cultural dimensions and the value system of the nations. The culture affects the business who are looking to expand the business. References Commisceo Global, 2017, Egypt Guide, Accessed on: 13th January 2018, Accessed from: https://www.commisceo-global.com/country-guides/egypt-guide Commisceo Global, 2017, Italy Guide, Accessed on: 13th January 2018, Accessed from: https://www.commisceo-global.com/country-guides/italy-guide Hofstede Insights, 2018, Egypt, Accessed on: 13th January 2018, Accessed from: https://www.hofstede-insights.com/country-comparison/egypt/ Hofstede Insights, 2018, Italy and Egypt, Accessed on: 13th January 2018, Accessed from: https://www.hofstede-insights.com/country-comparison/egypt,italy/ Hofstede Insights, 2018, Italy, Accessed on: 13th January 2018, Accessed from: https://www.hofstede-insights.com/country-comparison/italy/ Samaha, S.A., Beck, J.T. and Palmatier, R.W., 2014. The role of culture in international relationship marketing.Journal of Marketing,78(5), pp.78-98.