1 / 8

Global strategic comm

Global strategic comm. Class 3. Today. Hofstede’s cultural dimensions. Amtrak. AMTRAK. Hofstede’s cultural dimensions. Hofstede country comparison Collectivism vs. individualism Long-term orientation vs. short-term orientation High vs. low male dominance

denali
Télécharger la présentation

Global strategic comm

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Global strategic comm Class 3

  2. Today • Hofstede’s cultural dimensions

  3. Amtrak • AMTRAK

  4. Hofstede’s cultural dimensions • Hofstede country comparison • Collectivism vs. individualism • Long-term orientation vs. short-term orientation • High vs. low male dominance • High vs. low uncertainty avoidance • High vs. low power distance • Indulgence vs. restraint

  5. OVERCOMING THE SHORTCOMINGS OF THE HOFSTEDE MODEL • Collective cultures tend to be higher in male dominance + uncertainty avoidance + power distance +restraint , lower in long-term orientation (countries that face(d) oppressive regimes and are struggling economically. Examples) • Collective cultures tend to be higher in male dominance if religion plays an important role in the society (Saudi Arabia)

  6. GROUP Activity • Five groups • Choose from: IKEA USA, IKEA Australia, IKEA Dominicana, IKEA Saudi Arabia, IKEA Polska • Check the company’s last 20 posts on Instagram. • Take into account Hofstede’s cultural dimensions and the significance of colors. • Is IKEA’s use of pictures on Instagram strategic? What should they improve?

  7. Wrap up • So far: What is strategic comm? Variables used in global strategic comm: political system, economic system, activism, media, culture • Starting next class we will break it down by region to discuss 1. organizational practices (public relations) 2. campaign communication (strategic communication)

More Related