The document discusses cultural codes and their role in understanding cultures. It defines cultural codes as a set of images and stereotypes that shape cultural unconscious and behaviors. There are three types of cultural codes - preliterate (traditional), literary, and screenful which is based on the amount of information visible on a display. Each type contains basic cultural codes that generate new, secondary codes. The document also lists values and principles for sustainable and ethical business practices. It provides references used in studying cultural codes and their influence on people's lives and purchasing decisions.

2. •As the key to understanding the type of culture, unique
cultural features encoded in some form of information to
identify a culture
•Cultural code defines a set of images that are associated with
a particular set of stereotypes in our minds. This is sort of
cultural unconscious, which is hidden even from our own
understanding, but is also seen in our actions
•Cultural code of a nation helps to understand the behavioral
responses of its inhabitants, as the cultural code of a
corporation it self on the related to their executives and work
force as well

3. There are three kinds of global cultural codes:
•Preliterate (traditional)
•Literary
•Screenful (the amount of information visible at
one time on a display – Merrian Webster Dic.)
Each type contains basic cultural code, opened to
self-generation of new, secondary cultural codes

4. •CREATIVITY FOR INNOVATIVE FORMS OF COMPETITIVENESS
•INTEGRITY, HONESTY AND TRANSPARENCY
•COMMITMENT TO SUSTAINABILITY (LONG-TERM VISION)
•CONFIDENCE THROUGH PERSONAL AND PROFESSIONAL
CONSIDERATION
•SECURITY AND SUPPORT TO THOSE WITH WHOM WE
INTERACT
•SITUATIONAL AWARENESS

5. •Act with transparency and respect to the agreements with the different
publics with which the company interacts, promoting durable and reliable
connections
•Employing the highest standards of quality and service available, trying
to satisfy our customers
•Generate innovative forms of growth and development that add value to
the company and its shareholders
•Promote a reasoned statement supported by veracity of the information
and facts
•Provide a safe and healthy workplace that encourages initiative, creativity
and continuous growth of human capital
•Contribute to the integral development of the communities where we
operate and society at large, while respecting their culture and customs
•Establish a sustainable management of processes, based on the balance
between economic, social and environmental dimensions
•Comply with national laws and international conventions and
integrating our value chain in this undertaking and promoting a
sustainable and competitive business environment

6. •Kononenko B. The big Dictionary of Cultural Studies. Moscow,
2003 - ISBN 5-94538-390-2
•Culture and Cultural Studies: Glossary. Moscow, 2003. ISBN 588687-134-9
•Clotaire R. The Culture Code: An Ingenious Way to Understand
Why People
•Around the World Live and Buy as They Do. New York, 2006. ISBN
978-0-7679-2056-8