Cross Culture Marketing strategy2 Article Example | Topics and Well Written Essays - 500 words

Cross Culture Marketing strategy2 - Article Example They tend to take steps of the business context to make sure that relationships do not stop at just being business partners, but establishes allegiances as well. They believe that this method results to the establishment of harmonious relationships, with trust and loyalty, and eventually leads to a successful business relationship, where conflicts are resolved through mediation. For collectivists, â€Å"hasty litigation may be interpreted as uncompromising and self-oriented† (5), a big deviation from their sense of affective commitment, where business partners are treated as family. Entertainment, in the form of wining and dining is â€Å"a means of gauging the other party’s values, trustworthiness, and willingness to compromise† (2). This way, a possible business partner can be gauged or assessed according to his behavior not just as a possible business partner but a man and a future friend and â€Å"family† since â€Å"collectivists operate on solidarit y and share values† (4). Gift-giving on the other hand, is viewed by collectivists as a positive gesture. It is an expression of the â€Å"desire for partnership success† (James 5). Partnership success in a collectivist’s view means a lasting and enduring relationship with a sense of duty and obligation to each other (2). For a collectivist, â€Å"investments in time, energy and resources were acknowledged as pledges or signals to the buyer that the supplier was benevolent† (5). 2. In a collectivist culture, decisions are made collectively by senior members (James 2) and information sharing is of utmost importance. Being relationally oriented (1), with trust, commitment, cooperation, loyalty and obligation to his organization, it is not surprising that collectivist cultures rely more heavily on the use of social media. In high-context cultures, people prefer a less explicit form of communication (5). They prefer indirect