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Culture and cultural economy. Culture in a global business context. 2020/2021. Fall semester at copenhagen business school. CGBC notes....

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Own cultural assumption Why is it important to suspend your own cultural assumptions when working with colleagues and clients fromdiverse backgrounds? - It is important to suspend your own cultural assumptions when working with people from diverse backgrounds becauseyou own cultural assumptions may be wrong. For example the old stereotype “dumb blonde” or that men can’t likefeminine things. If we treat people based off our cultural assumptions then we deny them the chance to show us theirskills and talents and we deny ourselves the chance to learn. It is important to note that some assumptions can benegative, and some can be positive. A negative assumption being “dumb blonde” and positive assumption may be“smart Asian” both assumptions may be wrong both may be true but one is assuming that someone is possibly morecapable then they are and the other is assuming they are less capable then they may be. Once we understand andappreciate working with colleagues and clients from diverse backgrounds we can connect, learn and advance as acollect. Layers of socialization:

The Microsystem The microsystem is the first level of Bronfenbrenner's theory, and are the things that have direct contact with the child in their immediate environment, such as parents, siblings, teachers and school peers. Relationships in a microsystem are bi-directional, meaning the child can be influenced by other people in their environment and is also capable of changing the beliefs and actions of other people too. Furthermore, the reactions of the child to individuals in their microsystem can influence how they treat them in return. The interactions within microsystems are often very personal and are crucial for fostering and supporting the child’s development. If a child has a strong nurturing relationship with their parents, this is said to have a positive effect on the child. Whereas, distant and unaffectionate parents will have a negative effect on the child.

The Mesosystem The mesosystem encompasses the interactions between the child’s microsystems, such as the interactions between the child’s parents and teachers, or between school peers and siblings.

The mesosystem is where a person's individual microsystems do not function independently, but are interconnected and assert influence upon one another. For instance, if a child’s parents communicate with the child’s teachers, this interaction may influence the child’s development. Essentially, a mesosystem is a system of microsystems. According to the ecological systems theory, if the child’s parents and teachers get along and have a good relationship, this should have positive effects on the child’s development, compared to negative effects on development if the teachers and parents do not get along.

The Exosystem The exosystem is a component of the ecological systems theory developed by Urie Bronfenbrenner in the 1970s. It incorporates other formal and informal social structures, which do not themselves contain the child, but indirectly influence them as they affect one of the microsystems. Examples of exosystems include the neighborhood, parent’s workplaces, parent’s friends and the mass media. These are environments in which the child is not involved, and are external to their experience, but nonetheless affects them anyway. An instance of exosystems affecting the child’s development could be if one of the parents had a dispute with their boss at work.

The parent may come home and have a short temper with the child as a result of something which happened in the workplace, resulting in a negative effect on development.

The Macrosystem The macrosystem is a component of Bronfenbrenner's ecological systems theory that focuses on how cultural elements affect a child's development, such as socioeconomic status, wealth, poverty, and ethnicity. Thus, culture that individuals are immersed within may influence their beliefs and perceptions about events that transpire in life. The macrosystem differs from the previous ecosystems as is does not refer to the specific environments of one developing child, but the already established society and culture which the child is developing in. This can also include the socioeconomic status, ethnicity, geographic location and ideologies of the culture. For example, a child living in a third world country would experience a different development than a child living in a wealthier country.

Consumer ethnocentrism – short explained: Consumer ethnocentrism is a psychological concept that describes how consumers purchase products based on country of origin. It refers to ethnocentric views held by consumers in one country, the in-group, towards products from another country, the out-group. Consumers may believe that it is not appropriate, and possibly even immoral, to buy products from other countries. Consumer ethnocentrism is defined as “the beliefs held by consumers about the appropriateness, indeed morality of purchasing foreign-made products”. It is agreed that consumer ethnocentrism impacts negatively on consumers’ purchase intention toward foreign products. This implies that the high ethnocentric tendencies lead to unfavorable attitude toward purchasing imported products. Country of origin theory - short explanation:  Country of origin effects refer to how country of origin as an extrinsic cue is used by the consumer in evaluation and shapes their perception, attitudes and intentions towards buying a product

o There are various dimensions of country of origin effect which affects consumer perception at one level, consumer attitude and beliefs on the other.  A products’ image is often influenced by its country of origin. o Fx. right sunshine, temperature leads to positive evaluation of food products. Similarly the landscape of a country makes it a good tourist destination. Thus Country images have a direct effect on perception about product quality.  Nagashima; origin images can change overtime. So country image can be improved by continuous effort and high involvement in innovation and quality consciousness. As country image has direct effect on consumer beliefs and affects consumer perception, improving upon this area of product dimension may enable marketer to gain competitive advantage....