从沃尔玛在韩国市场的失败论本土文化对企业经营的阻碍.docx
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从沃尔玛在韩国市场的失败论本土文化对企业经营的阻碍.docx
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从沃尔玛在韩国市场的失败论本土文化对企业经营的阻碍
从沃尔玛在韩国市场的失败
论本土文化对企业经营的阻碍
摘要:
经济全世界化和区域经济一体化的进展,使世界变成了一个统一的大市场,“国界”在这种全世界化趋势眼前变得愈来愈没有实际意义。
国内市场与国际市场的统一。
真正使社会的生产、消费、互换和流通等一切进入了“无国界”时期。
使生产力要素和各类资源取得了在更大范围内的有效配置。
但无国界的生产和经营,并非意味着无文化的界限和不同,全世界化进程中的文化冲突与碰撞将首当其冲地在国际经营的企业中表现出来。
进行国际经营的公司面临着愈来愈陌生的文化环境,面临着更多的因文化不同所带来的矛盾和冲突,使企业在国际经营进程中面临更大的风险。
沃尔玛这一世界零售巨头在韩国市场的失败,也是一个专门好的教训。
明白得文化不同,化解文化冲突,应从解决对文化的熟悉问题入手:
尊重文化不同,增进文化认同,打有预备的仗是企业跨国经营不容轻忽的战略。
关键词:
文化;文化不同;跨国经营;阻碍;沃尔玛
AnAnalysisoftheImpactofLocalCultureonForeignBusinesses
—ACaseStudyofWal-Mart’sFailureinSouthKoreanMarket
Abstract
Witheconomicglobalizationandregionaleconomicintegration,theworldisgettingahugeunifiedmarket.Theunificationofthedomesticmarketandtheinternationalmarketleadsproduction,consumption,exchanges,communicationandthelikeintointernationaltimes,whichmakesresourcesbetterallocatedinamoreextensivescale.However,internationalproductionandoperationnevermeanthatthereisnoboundaryordifferenceincultureamongcountries.Onthecontrary,intheprocessofglobalization,culturalconflictsandshocksarealwaysbigmatterstoaforeignbusiness.Theworldretailgiant,Wal-Mart,whohasfailedinSouthKoreanmarket,isaclassicalexample.Andtocomprehendculturaldifferencesanddefuseculturalconflictsshouldbebasedonaclearunderstandingofculture.Soitisasignificantstrategyforforeignbusinessestobewell-prepared,torespectforeignculturesandtopromoterecognitionsofdifferentcultures.
Keywords:
culture;culturaldifferences;foreignbusinesses;impacts;Wal-Mart
Acknowledgements
Firstandforemost,Iwouldliketoexpressmyheartfeltgratitudetomysupervisor,ZhangKaiquan,bothforhisintellectualguidanceandforhiswarmandconstantencouragementduringtheprocessofwritingthisthesis.Withpatienceandprudence,helaboredthroughdraftsofthisthesisandpointedoutdefectsinmytheorizing.Therefore,Ioweallthemeritsinthisthesis,ifany,tohim,thoughIamfullyawarethatthethesismightstillcontainsomemistakes,forwhichIbearthewholeresponsibility.
MycordialandsincerethanksgotoalltheteachersintheSchollofInternationalBusiness,whoseinterestingandinformativecourseshavebenefitedmealotduringmycollegeyears.TheprofitthatIgainedfromtheirprofoundknowledge,remarkableexpertiseandintellectualingenuitywillbeofeverlastingsignificancetomyfuturelifeandcareer.
Iamalsoverygratefultomyroomates,whohavegivenmealotofhelpandcourageduringmystayintheUniversityandthroughouttheprocessofwritingthisthesis.
Lastbutnottheleast,bigthanksgotomyfamilywhohavesharedwithmemyworries,frustrations,andhopefullymyultimatehappinessineventuallyfinishingthisthesis.
Contents
中文摘要……………………………………………………………………………i
Abstract……………………………………………………………………………ii
Acknowledgements………………………………………………………………..iii
AnAnalysisoftheImpactofLocalCultureonForeignBusinesses
—ACaseStudyofWal-Mart’sFailureinSouthKoreanMarket
Introduction
Witheconomicglobalizationandregionaleconomicintegration,theworldisgettingahugeunifiedmarket.Theunificationofthedomesticmarketandtheinternationalmarketleadsproduction,consumption,exchanges,communicationandthelikeintointernationaltimes,whichmakesresourcesbetterallocatedinamoreextensivescale.However,internationalproductionandoperationnevermeanthatthereisnoboundaryordifferenceincultureamongcountries.Onthecontary,intheprocessofglobalization,culturalshocksandconflictsarealwaysbigmatterstoaforeignbusiness.
Accordingtostatistics,about35%—45%multinationalcompaniesthroughouttheworldhasfailedintheirforeignbusinesses,including30%causedbyfinancial,technicalorsomeotherfactors,andtheleft70%resultedfromlackofexperienceofmulticulturalmanagementandfailedindealingwithculturalshocksandconflicts.
SinceitwasfirstcoinedbyTheodoreLevittinaHarvardBusinessReviewarticlein1983,thetermglobalizationhasbeengraduallyfamiliartotheworld,especiallytotheworldeconomy.Andanincreasingnumberofdomesticmarketshavebeensaturated.Meanwhile,inordertokeepcorporationsrunningwellorevenbetter,theyneedtocreateandprotecttheirprofitbypushingforwardtheirinternationalexpansion.However,doingforeignbusinessisnotsimplytogoout,buttotrytounderstandthelocalcultureandtohandlewiththeregionalmarketenvironment.ThatiswhyWal-Mart,theworld’sretailgiant,failedtocatertoKoreancustomers.Thatiswhytheunmodifiedprovensuccessful“Americanway”justturnedouttobenothingshortofafiascoinSouthKorea.ThatiswhyWal-MartfailedinSouthKoreaafterclearlydominatingtheUSretailmarketandsucceedinginmanyotherforeignmarkets.
Itshouldbeapparentthatinordertobesuccessfulintheirrelationshipswithpeopleinotherculture,internationalbusinesspeoplemustbestudentsofculture.Theymustnotonlyhavefactualknowledgeoftheirownbusiness,butalsobecomeculturalsensitivetobeawareofthatthereareculturaldifferences,whattheyare,andhowtoovercomeorcoordinatethem.E.T.Hall,afamousanthropologist,recommendedspendingalifetimeinacountryor,insteadofthis,undergoinganextensiveprogramtostudywhatthecultureisandwhatitdoes.However,mostnewcomerstointernationalbusinessdonothavetheopportunityforareaorientation.Theycantakethesignificantfirststepofrealizingthatthereareothercultures.
Peopleindifferentculturesabsolutelyspeakdiverselanguages.Theysharedifferentcustoms.Andtheymayhavedissimilarworkethicanddifferentattitudestowardsachievements,work,oreventime.Aproductorakindofservicecanbesoldtocustomers,becauseithasthevaluemeetingtheirneedsorfittingtotheirlifeintheirlocalculture.Inthesameway,anemployeeiswillingtoworkforacompany,inmostcases,giventhatthereissomethingworthdoinginhisculture.Onthecontrary,iftheproductorservicedoesnothavethevalueorthecompanydoesnotsharethesamesignificantthingwiththeemployees,theybothmightlosethemarket.
AsChina’seconomyisbooming,moreandmorecompaniesaregrowingstrongersothattheybegintomakeplansfortheirinternationalexpansion.Inordertogetmorechanceofsuccessinforeignmarkets,Chineseenterprisesoughttobebetterprepared,thatis,theyshouldunderstandthelocalcultureoftheirtargetmarketsandmanagetoovercomeorcoordinatethoseculturaldifferences.
I.ABriefOverviewoftheDefinitionofCulture
Althoughtherearecountlessdefinitionsofculture,mostanthropologistsviewcultureasthesumtotalofthebeliefs,rules,techniques,institutions,andartifactsthatcharacterizehumanpopulations.1Inotherwords,cultureconsistsofthe“individualworldviews,socialrules,andinterpersonaldynamicscharacterizingagroupofpeoplesetinaparticulartimeandplace.”2
Becausesocietyiscomposedofpeopleandtheirculture,itisimpossibletomentiononewithoutreferringtotheother.AnthropologistsoftenusethetermsinterchangeablyorcombinethemintoonThisisthetermbusinesspeoplemoreoftenuse,becausethevariablesthattheyareinterestedinarebothsocialandcultural.
Whenpeopleworkinsocietiesandculturesdifferentfromtheirown,theproblemstheyencounterindealingwithasetofculturesaremultipliedbythenumberofculturalsetswhichtheyfindineachofthoseforeignmarkets.Alltoooften,unfortunately,peoplefamiliarwithonlyoneculturalpatternmaybelievetheyhaveawarenessofculturaldifferenceselsewhere,whileinreality,theydonot.Unlesstheyhavemadecomparisonswithothercultures,theymaynotevenbeawareoftheimportantfeaturesoftheirown.
A.TheDefinitionofCulture
CultureistheessentialcharacterofasocietythatdistinguishesitfromothersocietalAlthoughtherearecountlessdefinitionsofculture,mostanthropologistsviewcultureasthesumtotalofthebeliefs,rules,techniques,institutions,andartifactsthatcharacterizehumanpopulations.Theunderlyingelementsofeveryculturearethevalues,language,myths,customs,rituals,andlawsthatshapethebehaviorofpeople,aswellasthematerialartifacts,orthatbehaviorastheyaretransmittedfromonegenerationtothe
Cultureispervasive.Culturalvaluesandinfluencesaretheoceaninwhichindividualsswim,andthemostarecompletelyunawarethatitisthere.Whatpeopleeat,howtheydress,whattheythinkandfeel,andwhatlanguagetheyspeakarealldimensionsofculture.Itencompassesallthethingsconsumersdowithoutconsciouschoicebecausetheirculture’svalues,customs,andritualsareingrainedintheirdailyhabits.
Cultureisfunctional.Humaninteractioncreatesvaluesandprescribesacceptablebehaviorforeachculture.Byestablishingcommonexpectations,culturegivesordertosociety.Sometimestheseexpectationsareenactedintolaws.Forexample,grocerystoresandhospitalsareopen24hourswhereasbanksareopenonlyduringbankers’hours.
Cultureislearned.Consumersarenotbornknowingthevaluesandnormsoftheirsociety.Instead,theymustlearnwhatisacceptablefromtheirfamilyandfriends.Childrenlearnthevaluesthatwillgoverntheirbehaviorfromparents,teachersandpeers.Asmembersofthesociety,theylearntoshakehandswhentheygreetsomeone,todriveontherightsideoftheroad,andtoeatpizzaorriceanddrinkCoco-Cola.
Cultureisdynamic.Itadaptstochangingneedsandanevolvingenvironment.Therapidgrowthoftechnologyintoday’sworldhaschangedentertainmentpatternsandfamilycommun
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- 关 键 词:
- 沃尔玛 韩国 市场 失败 本土 文化 企业 经营 阻碍