• Baseline Definition of Culture

• Etymology of the word "culture" 

• Quotations * Culture

• Cultural Dimensions

Impact of Culture on International Marketing:

Key Researchers & Paradigms:

• • Geert Hofstede:

    • Web-Site &  Resources

    • Hofstede's Model of National Cultural Differences & Their Consequences:

    • An examination of cross-cultural negotiation: Using Hofstede framework

  • Edward T. Hall

    • Clocking cultures

  • Fons Trompenaars

The term "globalisation," although ubiquitous, has lost precision due to the fact that it can be applied in diverse ways. Here, multiple implications of globalisation are discussed in order to clarify its impact upon modern business and vice versa. In specific, the concepts of homogenisation, polarisation, and hybridisation are examined. By comparing these models to earlier paradigms (such as those provided by the Enlightenment and the Romantic Movement), more precise discussions of globalisation result. The concept of dialectics, furthermore, provides a valuable tool to use when analysing the process of hybridisation.

The development of the Internet has generated strong impacts on marketing worldwide; at the same time the Internet together with many other factors fasten the process of globalization. To be aware of and sensitive to the cultural differences is a major premise for the success in the world marketplace. This would apply to both traditional marketing and a new electronic based Internet marketing. This paper is an examination of borderless online markets where marketers are able to do the business without boundaries but cross-culturally. It discusses and analyzes several key cross-cultural issues in the Internet marketing imperative from an anthropological perspective. By examining the social-cultural functions in the interactive marketing process an attempt is made to construct a cross-cultural approach to Internet marketing.

Postings on week 4 readings- due Feb. 1^st @12noon