文化对跨国公司的影响 Influence of Culture on Multinational Companies

ive importance of the interests of the group is low in the collectivism, the interest of the group take precedence and in the power orientation the appropriateness power/authority within organizations is also low, regarding the power tolerance the individuals assess authority in view of its perceived rightness or their own personal interests. Masculinity vs. Femininity - Cultures view relationship between gender and work role: goal orientation. High (masculine: aggressive goal value material possessions, money, and assertiveness) {goal orientation - What motivates people to achieve different goals} Low (feminine: passive goal - value social relevance quality of life, and the welfare of others Uncertainty Avoidance - Cultures are ranked on extent that they accept ambiguous situations and tolerate uncertainty: risk issues. Low (uncertainty acceptance) - positive response to change and new opportunities {uncertainty orientation - an emotional response to uncertainty and change} High (uncertainty avoidance) - Prefer structure and a consistent routine Long Term vs. Short Term orientation Classification of culture or attributes of culture or segmentation of culture or culture model Elements of culture: rituals, religion, aesthetic, social institution, symbols, thought processes, lifestyle, food, values, languages 2.3 Multicultural challenges in international business today
Multinational corporations, increasingly recognize that success in global marketplace depends, to a large degree, on the employees' ability to deal in the international arena (Prof. Tapio Varis, University of Tampere) Ability to relate to ourselves and to other different people is used increasingly as a measurement when deciding between the applicants who will get a job. Many national corporations also agree that maximum efficiency in the workplace depends on high diversity competence (every person has possibility to use his/her special personal motivation and multidimensional ability) and good ethnic relations among their employees (Prof. Pekka Auvinen, Seinäjoki Polytechnic). International Standardization Organization ISO team (2006) is preparing a community based responsibility standard ISO 26Â 000 which emphasizes labour's well-being and development. The name of the document will be "International Standard Proving Guidelines for Social Responsibility". It will be published in 2008 and will take into consideration issues dealt with in this course. In business culture we do not take into consideration emotions the changing processes do not happen in practice (Hargreaves, 1998).

3.0 L'Oreal example for showing the cultural impact in foreign markets 欧莱雅在国外市场展示文化影响力的范例

As seen in the theoretical and the empirical part, culture is one of the elements which influence the consumer behaviour, what can impact on the firm strategy. The aim of a research done by the L'Oreal is to understand the influence of culture on the consumer behaviour in international markets and to explain in what ways the consumer behaviour is influencing adaptation strategy investigating L'Oreal Paris in the Asian Zone (Japan, South Korea and PRC) in order to determine if cultural differences influence L'Oreal Paris adaptation strategy for its products and promotion. 3.1 Analyzing the L'Oreal case with Hofstede's study on elements of culture
This hierarchy of needs can be linked to the individualism versus collectivism Hofstede's dimension. Indeed China and South Korea are highly collectivist and Japan is moderately collectivist. Thus the motiv