SUMMARY:
Ethnographic research is a way of doing investigation within cultures, at the begining it can seem as a simple way of gathering information but this way you are able to discover the amazing frontiers that separate us from the other cultures. This type of research splits in two different ways of doing it, one is a direct way which is when you get to know a culture by living in it and experimenting their traditions. The other way is indirect because you just investigate but without mixing with their environment. This research has to do very much with the social part of human beings, because in order to get to know a culture you have to feel what they feel and get in touch as much as you can with the other. Each culture is a different world, and for these reason we should get in touch because now aour world is every time smaller; less frontiers. Due to globalization and international trade people from across the world are able to do business. Another important factor is tecnology, for example internet is a huge help in these terms because is a way to gather general information in a few minutes and a fast medium to send and receive messages without any cost. For instance, when you find the need of investigating about a new culture the first tool you think of is internet, right? But here you can only collect general information, when you need specific data, like precise working skills, or personalities in order to get a new product in their market you should travel and live the hole experience. Ethnographic research gives you the needed material to understands how certain culture behaves and reacts toward changes. I hope you can understand the importance of this concept because it can be very useful in different aspects of life, not only in cultures but it can also be applied in all types of relations, between these, relations in oprganizations. This particular element gives you the facility of understandig others and it results to be a great help in terms of business.
QUESTIONS:
1)Find and explain in your blog 2 examples of how ethnographic research can be used for international business.
1)Find and explain in your blog 2 examples of how ethnographic research can be used for international business.
Ethnographic research can be very useful to communicate with others. It is well known that in every negotiation relation between both parts is one of the most important needs. Relations are marked by communication and a good way of having an optimal communication with others is by knowing them. In order to know someone its crucial to know their culture, where they come from because only this way you can be in touch with your business partner. This way you can know what they expect from you and what they would like and value from you. For International Business ethnographic research can make a difference, because its well known that you will make good contacts if you are a easy going person wich is open to new things, like lerning and changing. International Business is a path where you need to have an open mind and be flexible to changes; accomodating to new traditions and ways of business can lead you to success. For example in Colombia we love ¨bandeja paisa¨ but we cant take this type of food to a market like the japanese, because their way of eating is completely different. This traditional colombian food is too heavy to their stomachs because they eat very healthy and slim food. Our food has a lot of fat due to its high cholesterol contents and various types of meat, while they eat vegetables, rice and fish. Or to get a better picture imagine giving this ¨bandeja paisa¨ rich in different meats like ¨chicharron, chorizo, carne¨ to a vegetarian this could be the worst insult! this is how in simple things we need to be informed to avoid an embarrasment.
As a second example, i can mention a well known company as Coca-cola, for example in several classes in the university merketing teachers talk of how they make different formulas depending of the part of the world. What I mean, is that sometimes depending of the climate they can put more or less calories in the beverage. Another case could be Mexico, as everybody knows this country is known for liking hot species and sausages. For this reason they put hot sauce in the popcorn, something that can seem so unusual to us can be so normal to mexican culture. Food is an important subject in the business world, for instance look at Macdonalds, Coca-cola, and Taco bell between others, these are huge companies and for them is important doing a previus investigation before investing in an unknown territory.
The following video will support the information given:
REFERENCES:
- Image taken from:
http://images.businessweek.com/ss/06/05/ethnography/source/1.htm - Genzuk Michael. A sinthesis of ethnographic research
- power point class presentation.
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