Dimensions of Culture that require particular attention in Business

Language

• Nearly 3000 languages
• Language differences can be a challenge for brand and product names, product labels, tag lines etc. 
• Finding a brand name that works universally in terms of punctuation, meaning is a monumental challenge. 
• Correct and grammatical use of language in marketing communication is essential for a product or brand or a company to be viewed as credible, trustworthy and high quality. 
• Language gains complexity when a country has more than one officially recognized language. 
• Some languages have negative perception – due to invasions 
• Eg: ‘can’ in US, ‘tin’ in UK

Customs and taboos

• Need to know about customs and taboos – what is acceptable and what is not.
• Marketers should seek guidance from local experts who are familiar with local culture and customers. 
• Marketing research also helps marketers to understand and navigate these issues.  
• Eg: Number 4 is considered unlucky in Japan – product packages containing 4 items are avoided by many consumers. 
• Eg: In Saudi Arabia, images displaying the uncovered arms or legs of the female body are considered offensive. 
• Eg: Egypt, many women wear headscarf (hijab), an increasing number of younger women in work and educational settings do not wear hijab – marketers are confused.

Values

• Values dictate what is acceptable and unacceptable. 
• Values are part of the culture and they can also be expressed individually arising from the influence of family, education, moral and religious beliefs. Values are also learned through experiences. 
• Values can influence consumer perceptions and behaviors. 
• Eg: US people, more individualistic in nature and hence make purchasing decisions based on individual preferences. In Japan, the well-being of the group is more highly valued, and buying decisions are influenced by the group or family. 
• Ads featuring individuals tend to do better in countries where individualism is an important value and ads featuring groups do better in countries where the group’s well being is a higher value. 

Time and punctuality

• Different cultures have different sensitivities around time and punctuality. 
• In some countries (India), being slightly late to a meeting is acceptable, whereas in some other countries it is insulting (Japan). 
• For cultures that highly value punctuality, being on time is a sign of good planning, organization, commitment and respect. 
• In cultures where precise timing is not important, there is often a greater emphasis on relationships. 

Business norms

• Vary from one country to the other and may present challenges to foreigners not used to operating according to the particular norms of the home country. 
• Eg: In Japan, the senior most person in the meeting will lead the discussion and junior level colleagues may not speak at all. 
• Eg: Alcohol in business meetings – forbidden in Saudi Arabia. 
• Business norms around greetings and physical contact also vary. 
• Eg: American style handshakes have become accepted as a business norm in many cultures, but it is not universal. 
• Eg: In Japan and some other Asian countries, a respectful bow is the traditional business greeting. 
• Eg: In Islamic cultures, contact between men and women is a sensitive issue even in business settings. 
• Eg: In India, ‘Namaste’ remains a respectful traditional business greeting particularly when interacting with women and older people. 

Religious beliefs and celebrations

• Failing to respect religious beliefs can seriously undermine the reputation of a company or a brand. 
• Religious holidays involve feasting and gift giving – these festival seasons are prime shopping seasons as well. (Christmas, Onam etc. )
• Sensitive about certain products – cows are considered sacred – people don’t eat beef. Muslims prefer halal meats, some religions refrain from drinking. 
• Religious beliefs may cause sensitivities around revealing images or sexually suggestive materials. 
• Religious beliefs associated with the symbolism of different colors may either create preferences or rejection of certain products and marketing materials. 
• Link between religious practices and gender roles.