Culture Presentation Northern Germany vs Russia GLOBE Model

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1 Culture Presentation Northern Germany vs Russia GLOBE Model
Natalia Golovanova Bianca Joswiak Jacqueline D. Möller Verity Rainey

2 Agenda Geographic Regions Assertiveness Performance Orientation
Corporate and Consumer Buying Behavior Culture Presentation Agenda Geographic Regions Assertiveness Performance Orientation Future Orientation Humane Orientation

3 This is where we live Northern Germany - then -
Corporate and Consumer Buying Behavior Culture Presentation This is where we live Northern Germany - then - I am a viking living in North Germany probably a 1000 years ago. Germany didn’t exists back then and the region was ruled by the danish king. Hedeby is a big city with a great trading port Source:

4 This is where we live Russia - then -
Corporate and Consumer Buying Behavior Culture Presentation This is where we live Russia - then - It’s the 10th century, I’m part of a Slavic Nation known as Kievan Rus. This would go on to become what we know as Russia today. (modern Ukraine) Kiev Rus reached the height of its power in the 11th century, and Kiev became eastern Europe’s chief political and cultural center. Source:

5 Assertiveness - then - Northern Germany Russia
Corporate and Consumer Buying Behavior Culture Presentation Assertiveness - then - Northern Germany Russia NG: Our level of assertiveness high. We, the Vikings, are feared warriors and take what we want. R: Known as the Kievan period, Russia is ruled from Kiev, which is becoming a glorious Christian city. Vladimir the Great's political choice determined the subsequent development of the Russian culture. There is high assertiveness from the ruler, the people follow his lead. Sources:

6 Assertiveness - now - Northern Germany Russia
Corporate and Consumer Buying Behavior Culture Presentation Assertiveness - now - Northern Germany Russia NG: According to a survey by Forsa, every 4th North German had a dispute with neighbours. They made the first place. The most common reason was noise. R: Russian residents and Russia on the whole tend to be more and more independent and self-confident. The main reasons for such a conclusion are, first of all, growing number of women being at the top-management, and, secondly, strong and independent decisions made by Russian government on the world arena. Sources:

7 Performance Orientation - then -
Corporate and Consumer Buying Behavior Culture Presentation Performance Orientation - then - Northern Germany Russia NG: Through our great location, our region has become a wealthy and powerful trade center. Russia: Low performance orientated, focus on traditions and religion. Christianity gave eastern Slavic people their first written language, called Church Slavonic. Sources:

8 Performance Orientation - now -
Corporate and Consumer Buying Behavior Culture Presentation Performance Orientation - now - Northern Germany Russia NG: We people from Schleswig-Holstein are rather high performance oriented as we are focused on high standards and innovation, i.e. developing wind turbine towers which are smaller, lighter and easier to transport. I also own some wind turbines. I mean the weather in Northern Germany is often like this: R: Modern Russia is pretty low performance oriented. The best example for this is Russian motor company AVTOVAZ. Sources:

9 Future Orientation - then -
Corporate and Consumer Buying Behavior Culture Presentation Future Orientation - then - Northern Germany Russia NG: As you can see I was trading enough food for my family. I didn’t have time to think about the future. Russia: low future orientation, constant unsettlement, extreme poverty spread throughout, no influence on future, tried to build commuinity Sources:

10 Future Orientation - now -
Corporate and Consumer Buying Behaviour Culture Presentation Future Orientation - now - Northern Germany Russia NG: We tend to put money aside. However, compared to Germany as a whole we are below the average. But believe me: Even if Schleswig-Holstein has that rural character, we don’t hide our money under the pillow… we put in on a bank account! R: Russia is low oriented to the future. Very few companies in there apply strategic management techniques using internationally recognized instruments. Russians transfer rubles into hard currencies. Furthermore, we buy foreign football (Chelsea FC) clubs but not domestic ones. Sources:

11 Humane Orientation - then -
Corporate and Consumer Buying Behaviour Culture Presentation Humane Orientation - then - Northern Germany Russia NG: Our human orientation is really low, with our great location we are able to do lots of trades and one of our most profitable business is the trade of slaves. R: Human orientation is very low - poverty in Russia today is widespread. There is a huge gap between the rich and the poor, and also in the power that comes from this. Conflicts between minority groups. There is a focus on religion, with the church having power and influence over rulers. Close to “Mother Earth”. Sources:

12 Humane Orientation - now -
Corporate and Consumer Buying Behaviour Culture Presentation Humane Orientation - now - Northern Germany Russia NG: Well, I have to admit that our humane orientation is rather low as the cliché “Northern Germans are reserved and grumpy” is somehow true. But not in general! We like to chat or how we call it “snakken”. But people label us as rough… I mean, we are people surrounded by the rough sea… R: Contemporary Russia can be characterized by the absence of social norms and laws that protect the unfortunate ones. There is much unfairness and corruption in business, and ethical norms and morality are not highly respected in business and society on the whole. Much of the current behavior in the economy is quite exploitative, and much wealth is concentrated in the hands of very few. Sources:

13 Thanks for your attention
Corporate and Consumer Buying Behavior Culture Presentation Thanks for your attention