Page 51 - DMGT545_INTERNATIONAL_BUSINESS

International Business Neha Kholsa, Lovely Professional University

notes unit 3: cultural and social environment

contents

Objectives
Introduction
3.1 Cultural Environment
3.1.1 Values and Norms
3.1.2 Culture, Society and the Nation-State
3.1.3 Determinants of Culture

3.1.4 Social Structure
3.1.5 Language
3.1.6 Education
3.1.7 Demand Conditions

3.1.8 Language and Culture in India’s Foreign Policy
3.1.9 Religion and Religious Groups
3.1.10 Language and Linguistic Groups
3.1.11 Attitudes and Values
3.1.12 Socio-cultural Factors and International Marketing

3.2 Summary
3.3 Keywords
3.4 Review Questions
3.5 Further Readings

objectives

After studying this unit, you should be able to:
l z Describe the concept of culture
l z Analyse the linguistic and culture

l z Explain the various approaches of culture
introduction

The word culture, from the Latin colo, -ere, with its root meaning “to cultivate”, generally refers
to patterns of human activity and the symbolic structures that give such activity significance
Culture consists of specific learned norms based on attitudes, values, and beliefs, all of which
exist in every society. Culture cannot easily be isolated from such factors as economic and
political conditions.
Much has been written on the subject of culture and its consequences. Whilst on the surface
most countries of the world demonstrate cultural similarities, there are many differences, hidden
below the surface. One can talk about “the West”, but Italians and English, both belonging to
the so called “West”, are very different in outlook when one looks below the surface. The task of

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