Many American companies looking to increase sales and achieve growth targets consider expanding the reach of their product lines to other countries. However, expansion on a global scale often requires much trial and error as English-speaking companies try to market their goods to a foreign audience. In order to ease this process, localization experts are often hired to "localize" or change advertisements in order to make them more culturally relevant to consumers. Because the field of localization is relatively new, there is little research done on the degree and extent to which advertisements are localized. The purpose of this study is to explore the cultural differences in advertising between Russia and the United States of America. Two different samples of print magazine advertisements were taken from beauty magazines published in Russia and America to determine how much, if any, localization is occurring in Russian media. In order to compare the different advertising strategies of Russia and the United States, 235 non-localized Russian advertisements and 128 localized advertisements were coded for several different pragmatic features that Simpson (2001) included in his "reason" and "tickle" advertising framework. The results were then analyzed through content analysis and Chi-square statistics to find what pragmatic features are characteristic of localized and non-localized Russian ads. The study found that non-localized Russian advertising places more emphasis on reason-based persuasion strategies—most notably celebrity endorsement and extensive listing of reasons to buy a particular product. Localized Russian advertising, in contrast, uses more tickle-based persuasion tactics such as metaphor and implicature. 80% of localized Russian advertisements had little to no change in their advertising text from the English version of the advertisements, which means that the rate of localization in Russian advertising is currently low. Low rates of localization and differing persuasive techniques among the two samples signify the need for better cultural awareness in international marketing campaigns.

<p>AbstractAuthors: Åsa Höjer, Karl WijkmarkTitle: The intercultural communicator. A study of cultures’ influence on communication.Level: BA Thesis in Media and Communication StudiesLocation: University on KalmarLanguage: SwedishNumber of pages: 67Date of seminar: 2009-01-15Advisor: Jens CavallinKey words: Intercultural communication, culture, Hofstede´s cultural dimensions, anxiety and uncertainty, self-confidence, high and low context, verbal and nonverbal communication, Telenor, Pakistan, Scandinavia.Case company: TelenorPurpose: The purpose of this study is to investigate what cultural differences, regarding communication, that are present between Scandinavia and Pakistan. Furthermore the purpose is to illustrate which factors that are important for personnel working for Telenor, that are about to work in a foreign culture, in order to create effective intercultural communication.Methodology: The following study is a case study that has used a qualitative methodology with interviews conducted via e-mail. To be able to interpret and understand human experiences and situations a hermeneutical approach has been taken. Since we have had existing theories which has enabled us to look and test the “real world” a deductive approach has been used.Theoretical perspectives: As a basis for this study lies a cultural theory with focus on Hofstede´s study of specific cultures within nations. Furthermore, theories within the intercultural communication´s area such as stereotypes, high and low context communication, verbal and nonverbal communication have been used. Finally a theory regarding anxiety and uncertainty was applied.Conclusions: By studying the Pakistani culture that is characterized by collectivism, a large power distance and high context communication where the messages are implicit, this study has established that communication is carried out in a rather different way than in Scandinavia. Besides having basic knowledge about the foreign culture, and thereby be able to manage and avoid misunderstandings in the communication, this study has established thatan individual´s personality has a big influence on the effectiveness of the intercultural communication. The person´s cultural background together with his/her individual traits and values creates a personal communication-pattern that is more or less suitable in the intercultural communication encounter.</p>

Strukturella reformer har förvandlat Latinamerikas ekonomier från att vara stängda och statsdominerade till att bli mer marknadsorienterade och öppna för resten utav världen. Grundat på den politiska utvecklingen och den ekonomiska tillväxten blir marknaden mer stabil och utgör stora möjligheter för företag som vill satsa utomlands. Men med inträdet på en främmande marknad kommer kulturella utmaningar som kan ställa till problem om man inte ger dem tillräcklig uppmärksamhet. Studiens syfte är att undersöka och beskriva de kulturella skillnaderna som kommer till uttryck när svenska företag är verksamma på den latinamerikanska marknaden och hur de hanterar dessa. De teorier som ligger till grund för analysen handlar om kulturdimensioner, psykisk distans, internationaliseringsprocessen och kulturell träning. Studien är genomförd med en kvalitativ ansats. Det utfördes 11 semistrukturerade intervjuer med representanter från företag som är verksamma på den mexikanska marknaden, och det är individens erfarenheter på denna som ligger till grund för studiens analys och slutsatser. Studien finner att de största kulturella skillnaderna som svenska företag upplever på den mexikanska marknaden är att det finns en större maktdistans och en striktare hierarki. Den mexikanska affärskulturen är relationsbaserad, något som kan vara en hög barriär för svenska företag vid ett inträde på marknaden. Tidsuppfattningen är en kulturell skillnad som kan göra att svenska representanter kan känna en frustration, då man i Mexiko har en långsiktig orientering och inte använder tid som mått som man i Sverige gör. Den mexikanska affärskulturen har en maskulin orientering vilket innebär att arbete och pengar prioriteras framför familj och fritid. Svenska företag hanterar de kulturella skillnaderna bland annat med att etablera ett lokalt bolag eller att anlita en agent för att ta hand om verksamheten åt dem. / Due to structural reforms, the economies of Latin America have changed: From being restricted to their own countries, meaning that other countries have not had much possibility to do business with them and addition to this being dominated by the state, the economies of Latin America are now more open and market-oriented. Based on the political development and economic growth the market is now becoming more stable. The Latin American market represents great possibilities for companies that want to expand their business abroad, but together with the entry on an unknown, foreign market come cultural challenges that may cause problems if they are not given enough attention.This study's purpose is to examine and to describe the cultural differences that appear when Swedish companies operate on the Latin American market, and how they handle them. The theories that form the basis for the analysis are theories about cultural dimensions, psychic distance, the process of internationalization and cultural training.The study is conducted by eleven semi-structured interviews with representatives from companies that are active on the Mexican market, and it is their individual experiences of the market that form the basis for the study’s analysis and conclusions.The conclusion of the study is that the biggest cultural differences that appear when Swedish companies operate on the Mexican market are the higher level of power distance and the more rigid hierarchy on the Mexican market. The business in Mexico is relationship based, something which can create a barrier for the Swedish companies when they enter the market. The Mexican perception of time can lead to frustration as the Mexican business culture has a long-term- orientation, and time is usually not being used as a measurement in the same way as in Sweden. The Mexican business culture also has a masculine orientation which involves that work and money are given a priority above spare time and family. The companies handle the cultural differences, for instance, by establishing a local subsidiary or by turning to an agent who can take charge of their business on the market.

Bakgrund: Samarbetet mellan svenska och kinesiska företag har ökat avsevärt i takt med att allt fler svenska företag etablerat sig på den kinesiska marknaden. Detta har lett till ett ökat affärssamarbete mellan de två parterna där nya relationer byggs upp och utvecklas för att få större marknadsandelar.   Problematiskt är dock att det finns tydliga kulturella skillnader mellan Kina och Sverige som medför att det finns många utmaningar som kan påverka affärsrelationen.   Syfte: Syftet är att utreda vilka utmaningar som kan förekomma i affärsrelationer mellan svenska och kinesiska företag samt vilka kulturella drag dessa grundar sig i.   Teori: Den teoretiska grunden utgår från teorier som redogör för kulturella skillnader mellan Sverige i Kina. Fokus ligger vid att få förståelse för de mest betydande kulturdragen inom ländernas affärskulturer för att på så sätt urskilja vilka utmaningar som kan förekomma. Vidare förklaras vilka egenskaper som är viktiga för affärsrelationer samt hur relationerna har förändrats över tid.   Metod: Det tillvägagångssätt som använts bygger en kvalitativ undersökning i form av djupgående semistrukturerade intervjuer. Dessa har genomförts med tre svenska affärsmän som har lång erfarenhet av att leva och arbeta i Kina. Materialet från intervjuerna har kompletterats med rapporter från Sveriges Exportrådet, vilket har bidragit med värdefull information om hur den ekonomiska situationen för svenska företag i Kina ser ut idag.   Resultat och slutsatser: Enligt studien har vi kunnat identifiera sju utmaningar vilka grundar sig i kulturella skillnader mellan Sverige och Kina. Dessa tyder på utmaningar gällande beslutsfattande, chefens roll samt en grundläggande skillnad i synen på pris och kvalitet. Vi har även sett att synen på begreppet relation skiljer sig mellan länderna vilket vi ser har stor påverkan på relationen. / Background: The collaboration between Swedish and Chinese companies has significantly grown as the number of Swedish companies establishing in China has increased. This has resulted in collaborations between companies where new relationships develop in aim to gain bigger market share. One obstacle is the difference in culture between Sweden and China that creates challenges in developing the relationship between the two parties.     Purpose: The purpose of this study is to investigate the challenges that may occur in the business relationship between Swedish and Chinese companies as well as the cultural characteristics that they are based on.   Theory: The theoretical framework proceeds from theories that describe the cultural differences between Sweden and China. The priority is to understand the most significant cultural characteristics within each country’s business culture to be able to distinguish the challenges that can occur. We will further explain the characteristics that are important to business relationships as well as how the relationships have changed over time.   Method: The empirical study is based on a qualitative method in the form of semi-structured interviews from three individuals with long experience of living and working in China. The material from these interviews has been complemented by reports from the Swedish Trade Council, which has provided valuable information about what the economic situation for Swedish companies in China looks like today.   Result and conclusion: According to this study we have identified seven challenges that are based on cultural differences between Sweden and China. These results refer to challenges in decision-making, the role of the manager and fundamental difference when it comes to price and quality. We have also noticed that the concept of relationships differs between the countries, which we believe have a big impact on the business relationship.

AbstractAuthors: Åsa Höjer, Karl WijkmarkTitle: The intercultural communicator. A study of cultures’ influence on communication.Level: BA Thesis in Media and Communication StudiesLocation: University on KalmarLanguage: SwedishNumber of pages: 67Date of seminar: 2009-01-15Advisor: Jens CavallinKey words: Intercultural communication, culture, Hofstede´s cultural dimensions, anxiety and uncertainty, self-confidence, high and low context, verbal and nonverbal communication, Telenor, Pakistan, Scandinavia.Case company: TelenorPurpose: The purpose of this study is to investigate what cultural differences, regarding communication, that are present between Scandinavia and Pakistan. Furthermore the purpose is to illustrate which factors that are important for personnel working for Telenor, that are about to work in a foreign culture, in order to create effective intercultural communication.Methodology: The following study is a case study that has used a qualitative methodology with interviews conducted via e-mail. To be able to interpret and understand human experiences and situations a hermeneutical approach has been taken. Since we have had existing theories which has enabled us to look and test the “real world” a deductive approach has been used.Theoretical perspectives: As a basis for this study lies a cultural theory with focus on Hofstede´s study of specific cultures within nations. Furthermore, theories within the intercultural communication´s area such as stereotypes, high and low context communication, verbal and nonverbal communication have been used. Finally a theory regarding anxiety and uncertainty was applied.Conclusions: By studying the Pakistani culture that is characterized by collectivism, a large power distance and high context communication where the messages are implicit, this study has established that communication is carried out in a rather different way than in Scandinavia. Besides having basic knowledge about the foreign culture, and thereby be able to manage and avoid misunderstandings in the communication, this study has established thatan individual´s personality has a big influence on the effectiveness of the intercultural communication. The person´s cultural background together with his/her individual traits and values creates a personal communication-pattern that is more or less suitable in the intercultural communication encounter.

An experiment was conducted to determine the effects of subjective culture on the usability of computerized systems. The results of the experiment did not provide sufficient evidence to conclude that any of the tested cultural dimensions affected the usability of the product. Analysis of the results indicated that the differences in scores could have been attributable to variables other than those tested and controlled for. This indicated a need to build a more detailed conceptual model of usability before empirical research of this nature can be effectively conducted. Consequently, further work needed to be done to identify the variables that influence usability, and the strategies for controlling for these variables under experimental conditions. Through a literature investigation, the validity of some of the proposed variables was established, and some additional variables were identified. The valid variables were then incorporated into a conceptual model of usability for use in future research endeavors. / Information systems / M. Sc.

[pt] Esta pesquisa explora aspectos culturais atribuídos à cultura nacional brasileira na perspectiva do modelo dimensional de Geert Hofstede encontrados em consultas e conselhos realizados em programas de rádios brasileiras. Os discursos de consultas e aconselhamentos provenientes das transcrições dos programas de rádio são analisados, baseando-se em conceitos do Interculturalismo. A análise das transcrições envolve a segmentação dos discursos transcritos e o apontamento das dimensões culturais encontradas em cada fragmento textual, segundo uma adaptação realizada no modelo dimensional de Hofstede que desmembra as 6 dimensões do autor em 12. A porcentagem de ocorrência de cada dimensão é computada e fluxogramas mapeando as principais ideias presentes em cada discurso, bem como as dimensões correspondente a cada ideia são desenvolvidos. A análise dos dados comprova uma predominância de dimensões já apontadas na pesquisa de Hofstede e seus colaboradores como relacionadas a cultura nacional brasileira, com destaque especial para o individualismo. Entretanto, constatamos que quando a consulta relata um tema mais sério, como o assédio, o quadro dimensional Hofstediano proposto para o Brasil não se sustenta e uma nova configuração dimensional é observada. / [en] This research explores cultural aspects linked to the Brazilian national culture according to the dimensional model of Geert Hofstede found in advice requests and advice produced in Brazilian radio programs. Relying in concepts of Interculturalism, especially Geert Hofstede cultural dimensions model, the research analyses the advice request and advice speeches from transcriptions of the selected programs. The advice request and advice speeches transcribed from the radio programs are analyzed based on Interculturalist concepts. The transcriptions analysis involves the breaking down of the speeches and the pointing out of the cultural dimensions found in each text segment, based in an adaptation made to Hofstede s cultural dimensional model which turns the author s 6 dimensions into 12. The percentage of occurrence for each dimension is accounted for and flow charts displaying the main ideas found in each speech as well as the dimensions related to them are developed. The data analysis attests for top positions for the dimensions previously related to the Brazilian natural culture in the research of Hofstede and his co-authors, with an especial role being played by individualism. Despite the similarities found, we also notice that when the advice request deals with issues of a more serious nature like abuse, for instance, the dimensional panorama proposed by Hofstede to describe Brazil seems to no longer apply and a new dimensional scenario is observed.

The present paper aimed to study the culture in Sweden and Finland, by analyzing two research centers of one multinational organization in each location. Hofstede’s cultural framework was used as a benchmark for the research. Further, the study investigated the significant impact that culture has on innovation and job performance. To achieve the purpose, quantitative approach was adopted and a self-competition questionnaire was distributed to the employees of both research centers. Two hypotheses were tested concerning with the relationship between any of Hofstede’s cultural dimensions and innovation, respectively job performance. After a regression analysis was conducted, two models were created which described the impact of the cultural constructs. All of Hofstede’s initial four dimensions indicated a relationship with innovation, while only individualism and uncertainty avoidance showed to be significant in predicting job performance. An unexpected result was discovered in the individualism index, which has drastically shifted, putting Finland in the collectivist societies, with Sweden following the same trend. The study’s results should be able to contribute to the better understanding of culture’s influence on innovation and job performance in multinational organizations and help practitioners by demonstrating the importance of considering culture’s effect.

Globalisering och den senaste tidens utveckling av CSR har föranlett ett behov av harmonisering av hållbarhetsrapportering likt rapporter av finansiell karaktär, för att på så sätt främja CSR-arbetet och underlätta vid investeringsbeslut. Idén bakom CSR är till stor del influerad av den anglosaxiska och europeiska syn på rättvisa, demokrati och sociala strukturer. Vad gäller rapportering kring hållbarhet finns ett flertal internationellt accepterade standarder och riktlinjer varav en är GRI. Trots allmänna riktlinjer så kvarstår dilemmat om harmoni då hållbarhetsrapporteringen i grunden skiljer sig åt länder emellan till följd av olikheter i kulturella värderingar. I studien undersöks två länder med olika företagskulturer, närmare bestämt USA och Japan. Utvecklingen av CSR har letts av västerländska länder och företag och är till stor del influerad av den anglosaxiska synen på sociala strukturer. Japan däremot började tillämpa CSR så sent som år 2003 och med dessa olikheter i åtanke är det rimligt att anta att ett universellt tillvägagångssätt av CSR inte existerar. Mot denna bakgrund resulterar studiens syfte i att undersöka om skillnader finns i hur hållbarhetsrapporteringen ser ut länderna emellan och om de i sin tur kan förklaras av de kulturella skillnaderna. I studien tillämpas först en kvantitativ innehållsanalys och därefter en diskursanalys. Utifrån studiens resultat kan det konstateras att båda företagen följer G4:s riktlinjer men de skillnader som framgick var att det japanska företaget rapporterar mer kring social hållbarhet än vad det amerikanska gör. Omvänt rapporterar det amerikanska företaget mer kring ekonomisk hållbarhet än vad som kunde tydas från den japanska hållbarhetsrapporten. Ett försök gjordes sedan att koppla dessa skillnader till kulturella dimensioner genom att analysera retoriken i CSR-rapporterna. Slutsatserna som kan dras av denna analys är att de starka kulturella dragen troligtvis suddas ut till följd av att stora företag blir mer och mer globala. / Globalization and the recent evolution of CSR has led to the need for harmonization of sustainability reporting, similar to the harmonization of financial reporting. This would both encourage the engagement for CSR and also facilitate decision making for investors. The idea of CSR is strongly influenced by the Anglo-Saxon and European views of justice, democracy and social structures. Regarding sustainability reporting, there are several internationally accepted standards and guidelines, one of which is GRI. Despite the existence of these guidelines, the dilemma of harmonization remains as sustainability reporting differs between countries due to differences in cultural values. In this study two countries with different corporate cultures will be examined, United States and Japan. The development of CSR has been led by western countries and organizations and is mainly influenced by the Anglo-Saxon view of social structures. Japan, on the other hand, started practising CSR as late as 2003 and with these differences in mind it is relevant to assume that a global course of action does not exist. With this background, the purpose of this study is to examine whether there are differences in sustainability reporting among the countries and if these differences can be explained by their cultural characteristics. The methods used for the study are a quantitative content analysis followed by a discourse analysis. The results from the study show that both companies examined are compliant with the G4 guidelines. The differences that could be found was that the Japanese organization reports more on the subject of social sustainability compared to the American one. Conversely the American organization reports more on the subject of economic sustainability than what could be read from the Japanese CSR-report. An attempt to connect these differences to cultural inequalities was made through an analysis of the rhetoric of the CSR-reports. The conclusion of this discourse analysis was that the strong cultural characteristics might have disappeared due to the fact that large companies become more and more global.

Purpose: How Chinese people behave toward French Luxury Brands? Method: This paper is built on a deductive approach following three main hypotheses. Secondary datawere retrieved from books, studies and articles found in Halmstad library and several databases.Moreover, primary data were also collected through a questionnaire; which shapes the major lines ofour conclusions. Theoretical Framework: The frame of references follows our three hypotheses. First, the culturaldifferences between France and China are highlighted through concepts such as: Hofestede culturaldimensions, Mezirow’s theory and Guanxi. Then, the Mianzi philosophy and the flying geeseparadigm are used to support the hypothesis that brands could be used as social markers. Finally,several theories about the country-of-origin effect are used to analyse the image of French products in China. Conclusion: The authors conclude that French luxury brands are considered on the Chinese south-eastcoast as a mark of high quality, prestige and fashion. These features partly motivate their purchasingdecision, whereas the country-of-origin itself is not a convincing argument. These brands, usuallyexpensive, are nowadays perceived by Chinese as a way to emphasis their wealth and thus socialstatus. This behaviour shows a growing individualism toward French luxury brands ownership in acountry historically ruled by collectivism. The contributions and further studies possible are finallyestablished at the end of this paper.