Cross cultural perspective in marketing departments

Tweet For business executives and Culture enthusiasts alike, Southwest Airlines has attained an iconic status that is almost unparalleled. So how does a plucky airline, operating in one of the most competitive categories on the planet, continue to win awards, enjoy legendary levels of customer and employee devotion and loyalty and still operate as a low-cost carrier? Time and again, the answer points to Southwest Airlines unique Culture. I had the wonderful privilege of chatting with Cheryl Hughey, Managing Director Culture at Southwest Airlines to understand her perspective and understand what has allowed Southwest to create such a unique environment.

Cross cultural perspective in marketing departments

Do you really understand how your business customers buy? | McKinsey

Cross culture can develop through personal experiences. For example, if an employee of an international company transfers to another country, they may experience the cross culture. To assimilate, they must learn the language, understand the culture, and adapt or conform to social norms.

Cross culture initiatives are imperative to implement for employees acting in managerial capacities. Considerations in Cross Culture Culture is immeasurably valuable because it shapes how social, societal, and professional behaviors are interpreted. Cultures can be hierarchical, matriarchal, or have flat social structures.

The levels and types of interactions between managers and employees will vary among the different cultural forms. For example, some cultures view the association between a manager and a subordinate as a symbiotic relationship.

Cross cultural perspective in marketing departments

In other cultures, the manager rules bureaucratically. Cross culture also extends to body language, physical contact, and personal space. Body language, such as using the hands while talking, may be frowned upon or gestures may have different meanings. In cultures where community, harmony, and nature are valued, touching during interactions may be encouraged.

Example of Cross Culture Simple practices and behaviors may be viewed quite differently in various cultures. Accepting a business card from a Japanese businessperson, for example, is more ceremonial in the Japanese culture than you would find in the American culture. The person presenting the card will bow and present the card with both hands.

The receiver should take it with both hands to show respect.Market segmentation assumes that different market segments require different marketing programs – that is, different offers, prices, promotion, distribution or some combination of marketing variables.

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Given today’s global business environment, a cross-cultural perspective is an essential part of a student’s undergraduate education. To that end, Wharton students are required to take three courses that have substantial cross-cultural content. Cross-cultural management is the new challenge to the new age managers.

It's not just a Human Resource (HR) issue, but departmental managers are also equally responsible for managing and motivating their respective cross-cultural workforce for getting the .

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