2.  Definitions and origins of culture
Hofstede “software of the mind”, it guides people
how to think and behave
Is the sum of values, rituals, symbols, beliefs and
thought processes that are learned and shared by a
group of people
International marketers should understand the origin
of cultural differences

3.  Culture is related to values , beliefs and habits held
by a member of society.
 Culture is values and belief system that govern
interaction system.
 Culture consists in patterned ways of thinking,
feeling and reacting, acquired and transmitted
mainly by symbols

4.  From previous definitions we can summarize the
concept of culture in three words:
Perception symbolism Behavior

5.  International marketers should consider cultural
adaptation when entering any new market
 Several factors should be considered (Geography,
history, political economy, technology and social
institution)
 Social institution such as family roles, religion,
education and the media)
 How cultural adaption can be done? (Hofstede
model)

6.  Collectivism vs. Individualism (Group and family interest
culture vs. self interested culture)
 Collectivism vs. Individualism continuum
Individualism
Ex: UK,
France,
Germany
Collectivism
China
SpainNew
Zealand
Turkey

7.  Power distance dimension (difference in power and
wealth )
 Power distance continuum
Low power
distance
Ex: UK,
France,
Germany
Italy
high power
distance
EX: ChinaEast
Africa
Norway

8.  Uncertainty avoidance continuum
France
Low
Uncertainty
avoidance
Ex:
Singapore,
Jamaica
High
Uncertainty
avoidance
Ex: GreeceNorwayUK

9.  Masculine vs. Feminine (culture value performance
and achievement vs. Tender and caring culture)
 Masculine vs. Feminine continuum
Masculine
Ex: Japan,
Hungary
MalaysiaUK
Feminine
Ex:
Sweden
Thailand

10.  Place Egyptian culture on Hofstede’s cultural
dimension continuum

11.  Do you think that web should be culturally adapted
why?

12.  Web is an open network that have a global
accessibility
 The interactive nature of web make it ideal to
create a culturally sensitive dialogue and it’s
multimedia capabilities can helps to develop
country specific themes, pictures , videos and
sounds

13. Collectivism web interface Individualism web interface
Chat rooms Independence picture
Images of groups and family
Community relations
Newsletters
Symbols and pictures of national
identity
•Some examples showing the design for
collectivism and individualism cultures

14.  Some examples showing the design for power
distance
High power distance web interface
Tall hierarchies (new pages open in new windows) in mental
models
Frequent social roles used to organize information (e.g., a
managers' section obvious to all but sealed off from non-
managers)
Picture of important people, proper people titles

15.  Some examples showing the design for uncertainty
avoidance
High uncertainty avoidance web interface
Simplicity, with clear metaphors, limited choices, and restricted
amounts of data
Navigation schemes intended to prevent users from becoming lost
Free trials and downloads
Customer services

16.  Some examples showing the design for
Masculine and feminine cultures
Masculine web interface Feminine web interface
Focus on achievements Politeness and soft sell approach
Quizzes and games Aesthetics: Communications in
high context culture emphasize
harmony, beauty, and oneness
with nature

17. individualism
culture
(Independence
pictures)
British consumers local home page

18. Egyptian consumers local home page
High
uncertainty
avoidance
culture
tender and
caring
culture
(Feminine
culture)
Collectivism
culture(images
of national
identity

19. British consumers local home page
difference in
power and
wealth (Low
power
distance
culture)
individualism
culture
(Independence
pictures)

20. Egyptian consumers local home page
difference in
power and
wealth (high
power
distance
culture )

21.  Select an Egyptian local website, using
hofstede model identify any cultural
components of the website design. Using a
print screen shots point on them and print
them out.