The document discusses various concepts related to cultural acculturation in business. Some key points: - Cultural acculturation is the process where individuals adopt behaviors and values of a new culture while balancing elements of their native culture. It can result in changes to social institutions, food, clothing, and language. - There are four acculturation strategies: assimilation, separation, integration, and marginalization. Integration occurs when individuals adopt the host culture while maintaining their native culture. - Cultural shock is the feeling of disorientation when exposed to an unfamiliar culture. It involves phases of euphoria, discomfort, adjustment, and acceptance. Symptoms include depression, anxiety, and a sense of loss of one's personal

1. Important Concept
DR. ANITHA THOMAS
hoto by Unknown Author is licensed under CC BY-SA

2. Doing Global Business - CCM
• For CCM- one must understand the
underlying virtues of native culture and
blending with host culture.
• Native Culture- One own’s culture
• Host Culture- others Culture.
So the important concepts are
- Cultural Acculturation
- Cultural Shock
- Cultural Transmission
- Enculturation
- Cultural Conformity
- Cultural Lag,
- Cultural
Diffusion
- Cultural Traits
- Cultural
Stereotyping
- Straight
Extension
- Dual Adaptation
- Dual Extension

3. Cultural Acculturation
• Acculturation is a process of social, psychological, and cultural
change that stems from the balancing of two cultures while adapting
to the prevailing culture of the society. Acculturation is a process in
which an individual adopts, acquires and adjusts to a new cultural
environment.
• At this group level, acculturation often results in changes to culture,
religious practices, health care, and other social institutions. There
are also significant ramifications on the food, clothing, and language
of those becoming introduced to the overarching culture.

4. The origin
• The first psychological theory of acculturation was proposed
in W.I. Thomas and Florian Znaniecki's 1918 study,
• The definition of acculturation is the transfer of values and
customs from one group to another. Japanese people dressing
in Western clothing is an example of acculturation

5. The Dimensions
• It has two dimension
• The First Dimension concerns the retention or rejection of
native culture. ( Indians shifting to America, still retain language,
practices, etc.. Or rejecting practices and accepting American
Styles)
• Second Dimension concerns the adoption or rejection of host
culture- ( Same Indian Shifting to America and adopting the
practices of America, Rejection is their culture, but retain Indian
Practices )

6. Four Acculturation Strategies
• Assimilation occurs when individuals adopt the cultural norms of a
dominant or host culture, over their original culture. Sometimes it
is forced by governments.
• Separation occurs when individuals reject the dominant or host culture in
favor of preserving their culture of origin. Separation is often facilitated by
immigration to ethnic enclaves.
• Integration occurs when individuals are able to adopt the cultural norms of
the dominant or host culture while maintaining their culture of origin.
Integration leads to, and is often synonymous with biculturalism.
• Marginalization occurs when individuals reject both their culture of origin
and the dominant host culture.

7. Cultural Acculturation and Business
• In doing business globally acculturation by example is the
intercultural contact that results in change for workers or
consumers in contact with a new culture.
• ... Acculturation is a progressive learning process where
values may change as contact with a new or
dominant culture increases

8. Cultural Shock
• The feeling of disorientation experienced by someone when they are
suddenly subjected to an unfamiliar culture, way of life, or set of
attitudes.
• Those experiencing culture shock go through distinct phases of
- euphoria,
- discomfort,
- adjustment, and
- acceptance

9. How do culture shock does to an individual
• Individuals experiencing cultural shock have to adjust to a
complete new way of life. ... The major symptoms may be
described as depression, anxiety and feelings of helplessness
(Mio, 1999)” (Xia, 2009) Sense of isolation occurs in
most individuals as does a sense that the
personal culture has been lost.

10. Business and Cultural Shock
• Clothing- It’s important to dress professionally. In Dubai business women must
wear clothes that covers shoulders, arms , legs.
• Conversation – being Polite
• Gifts- IN Japan giving gifts is token of appreciation, where in in China it’s a
BRIBE.
• Greetings- learning the Host ways
• Negotiations- Not everyone likes to conduct business in a fast past manner,
like in the U.S. The UAE, China, and UK all prefer to gain respect and trust first,
then talk business. Give your clients time to make a decision and don’t rush them
through it.
• Punctuality is a BIG THING THAT needs to be learned for doing Business
Globally.

11. Cultural Transmission
• Cultural transmission is the process through which cultural
elements, in the form of attitudes, values, beliefs, and
behavioral scripts, are passed onto and taught to individuals
and groups.
• For example, the local climate and the kinds of food items
available are part of the population's environment but are not
affected by evolutionary changes in the population. Individuals
form the environment relevant to cultural transmission.

12. Enculturation
• ENCULTURATION is the process by which people learn the
requirements of their surrounding culture and acquire the values and
behaviors appropriate or necessary in that culture.
• The individual can become an accepted member and fulfill the
needed functions and roles of the group. Most importantly the
individual knows and establishes a context of boundaries and
accepted behavior that dictates what is acceptable and not
acceptable within the framework of that society.
• Also called Cultural Acculturation.

13. Cultural Conformity
• Conformity is the act of matching attitudes, beliefs, and behaviors to
group norms, politics or being like minded.[
• Norms are implicit, specific rules, shared by a group of individuals, that
guide their interactions with others.
• People often choose to conform to society rather than to pursue personal
desires because it is often easier to follow the path others have made
already, rather than creating a new one. This tendency to conform occurs
in small groups and/or society as a whole, and may result from subtle
unconscious influences (predisposed state of mind), or direct and
overt social pressure.
• Conformity can occur in the presence of others

14. Types of Conformity
• Harvard psychologist Herbert Kelman identified three major types of
conformity.
• Compliance is public conformity, while possibly keeping one's own
original beliefs for yourself. Compliance is motivated by the need for
approval and the fear of being rejected.
• Identification is conforming to someone who is liked and respected,
such as a celebrity or a favorite uncle. This can be motivated by the
attractiveness of the source,and this is a deeper type of conformism
than compliance.
• Internalization is accepting the belief or behavior and conforming
both publicly and privately, if the source is credible

15. Cultural Lag
• Cultural lag is a term to describe what happens in a social
system when the cultural idea used to regulate social life do not
keep pace with other social changes.
• For example- LGBT marriage and Modern world
• Cultural Lag is the notion that culture takes time to catch up with
technological innovations and this conflict are caused by the
lag.

16. Four Stage to change cultural lag
• Ogburn posited four stages of technical development
1. Invention
2. Accumulation
3. Diffusion
4. Adjustment
example- Stem Cells, In vitro Fertilization

17. Cultural diffusion
• It a process of spreading of ideas from culture to another.
Example- Spread of jazz Music..
Mechanism of cultural diffusion’
- Direct Diffusion
- Indirect Diffusion
- Forced Diffusion

18. Cultural Traits
• A cultural trait is a characteristic of human action that's acquired by
people socially and transmitted via various modes of
communication.
• Cultural traits are things that allow for a part of one culture to be
transmitted to another.
• Cultural traits need not be static, it’s a smallest part f culture.
• For example, the famous football chant of ''Ole, Ole, Ole'' likely
arose in Spain but has since become a cultural trait of many soccer
fans around the world.

19. Nine Traits of Culture
• The “Nine Traits of Culture” serve as a framework for the study of culture in human
societies.
1. Language
2. History
3. Food and Shelter (Types / Styles)
4. Education Systems
5. Security/Protection
6. Relationships – Family and Others
7. Political and Social Organizations
8. Religion (beliefs / morals / mores)
9. Creative Expression – Recreation

20. Cultural Stereotypes
• Stereotyping is the portrayal of people or places through a few
obvious characteristics.
• Stereotyping is not only hurtful but it is wrong. Its like putting
someone down based on one per-conceived perceptions.
• Like- Upper Class, “Negro”, “Madrasi”, “Surti” “mentally Challenged”,
“Blond Lady”
• Creating an identity liking Ethnicity – Like Afro- gangster- Fun loving,
• East Asian- No emotions, intelligent, hard working
• Americans- Educated, Arrogant

21. Straight extension
• Product Extension – Communications Adaptation: Because of differences in
the cultural or competitive environment, often the same product is used to offer.
• Straight product extension means marketing a product in a foreign market
without any change. ... “Take the product as is and find customers for it.” The first
step, however, should be to find out whether foreign consumers use that product
and what form they prefer.
• For Example- Kellogg Corn flakes – No Indian Adaption , as it is . Though tried
Basmati Kellogg but dropped
• - Belgian Waffle co. selling the same product.
• However – KFC has adopted the culture and make product for Indian Customer.

22. Dual Adaptation
• When both the product and communication are changed, it is
called dual adaptation. McDonalds has
several examples of dual adaptation. For example in France
you can buy wine in there, where s in Germany you can buy
beer. In India its so unheard.
• Dual adaptation is the adaptation process in which company
changes their marketing strategy for an internal market. It is a
communication strategy through which companies introduce
their products in a new country. Moreover, companies adapt the
product to local market.

24. Dual Extension
• Product and Communications Extension – Dual Extension: At
one extreme, a company might choose to market a
standardized product using a uniform communications strategy.
Early entrants in the international arena will often opt for this
approach. ... This strategy is basically product-driven rather
than market-driven.