Exemplar Current Issues Culture - Toyota Prado China PDF

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Current Issues – Social and Cultural Environment

Toyota Prado China http://english.peopledaily.com.cn/200312/05/eng20031205_129766.shtml The news article demonstrates how Toyota’s poor cultural understanding of China resulted in the rejection of its Prado model. First, Toyota has shown no cultural understanding of China’s icons. An icon is defined as an image, symbol or representation of an object of great attention or devotion (Fletcher et al 2011). In this instance, it refers to China’s lions which are considered to be powerful symbols of the nation. Toyota’s depiction of the lions saluting its Prado model exhibits its lack of respect for China’s iconic creatures. Second, Toyota has demonstrated no cultural sensitivity toward China’s traditions. Cultural sensitivity is defined as showing awareness and acceptance that differences and similarities exist (Fletcher et al. 2011). The saluting lions suggest that the Chinese community should bow to Toyota. China’s resentful response to Toyota’s saluting lions was an online advertisement of the same lions smacking Toyota’s Prado. Third, Toyota’s depiction of the saluting lions has displayed a lack of long term orientation by the company. Long term orientation is defined as an observance of future relationships, thrift and persistence (Hofstede 2001). Since China and Japan have values that prize these attributes, it was in the interest of Toyota to apologise profusely to China and withdraw its advertisement....