The impact of national cultures on international marketing strategy and subsidiary performance of portuguese SME’s

The dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. The purpose of this paper is to study, in depth howsmall and medium-sized companies develop their international marketing mix strategy in their overseas subsidiaries. We use the theoretical construct of Hofstede (1980, 1991) in the dimensions of Power Distance (PD), Uncertainty Avoidance (UA), Individualism (IND), Masculinity (MASC) and Long-Term Orientation (LTO) to assess the cross cultural differences between countries and the business practices to analyze the adaptation or standardization of the international marketing mix strategy of foreign Portuguese subsidiaries. Ourstudy uses an exploratoryand qualitative methodology. We conducted semi-structured interviews in order to achieve a good understanding ofinternational marketing mix strategy of four companies from different sectors. Our results show that the national cultural differences have great influence in the marketing strategy of the subsidiary. The business practices adjustments in the subsidiary company that proved to be necessary conditions for their performance are conducted by the products augmented offerings concerning the characteristics of the product, design and brand name in order to meet the requirements and specificities of the host country of the subsidiary.

Trans-cultural aspects of social anxiety disorder and related conditions: a Brazilian case series and a review of international clinical studies

Cross-cultural studies have much to teach clinicians and researchers alike about psychopathology in general and about social anxiety disorder (SAD) in particular. Unfortunately, little is known about the degree and the mechanisms through which cultural environment may influence clinical manifestations of SAD. OBJECTIVE: Our objective was to identify culture-related clinical patterns in SAD and related disorders. METHODS: We described socio-demographic and clinical characteristics of a sample of 62 adult outpatients with SAD seen at a university clinic for anxiety and depressive disorders in Rio de Janeiro, Brazil, and compared them with those reported in clinical samples from North America, Europe, Asia and Oceania identified through a systematic review in Medline, PsychINFO, and LILACS. RESULTS: Our comparison of trans-cultural features of SAD lends partial support to Heimberg's (1997) contention that the majority of socio-demographic features and symptoms of this disorder are relatively independent of geographic and cultural differences. CONCLUSION: Patients with SAD were almost universally characterized by: 1) a predominance of males in clinical samples; 2) early onset of the disorder; 3) high educational attainment; and 4) great frequency of comorbidities.

Adapting dating violence prevention to francophone Switzerland: a story of intra-western cultural differences.

Dating violence prevention programs, which originated in the United States, are beginning to be implemented elsewhere. This article presents the first adaptation of a violence prevention program for a European culture, Francophone Switzerland. A U.S. dating violence prevention program, Safe Dates (Foshee & Langwick, 1994), was reviewed in 19 youth and 4 professional focus groups. The most fundamental program concepts--"dating" and "violence"--are not the same in Switzerland and the United States. Swiss youth were not very focused on establishing monogamous romantic relationships, and there is no ready translation for "dating." Violence has not become the focus of a social movement in Switzerland to the same extent that it has in the United States, and distinctions among terms such as "dating violence" and "domestic violence" are not well known. Psychoeducational approaches are also less common in the Swiss context. As the movement to prevent violence extends worldwide, these issues need greater consideration.

The positive effects of a protean career attitude for self-initiated expatriates: Cultural adjustment as a mediator

Purpose - The authors sought to explain why and how protean career attitude might influence self-initiated expatriates' (SIEs) experiences positively. A mediation model of cultural adjustment was proposed and empirically evaluated. Design/methodology/approach - Data from 132 SIEs in Germany containing measures of protean career attitude, cultural adjustment, career satisfaction, life satisfaction, and intention to stay in the host country were analysed using path analysis with a bootstrap method. Findings - Empirical results provide support for the authors' proposed model: the positive relations between protean career attitude and the three expatriation outcomes (career satisfaction, life satisfaction and intention to stay in the host country) were mediated by positive cross-cultural adjustment of SIEs. Research limitations/implications - All data were cross-sectional from a single source. The sample size was small and included a large portion of Chinese participants. The study should be replicated with samples in other destination countries, and longitudinal research is suggested. Practical implications - By fostering both a protean career attitude in skilled SIE employees and their cultural adjustment, corporations and receiving countries could be able to retain this international workforce better in times of talent shortage. Originality/value - This study contributes to the scarce research on the conceptual relatedness of protean career attitude and SIEs, as well as to acknowledging the cultural diversity of the SIE population.

Reliability and validity of the cross-culturally adapted French version of the Core Outcome Measures Index (COMI) in patients with low back pain.

PURPOSE: To conduct a cross-cultural adaptation of the Core Outcome Measures Index (COMI) into French according to established guidelines. METHODS: Seventy outpatients with chronic low back pain were recruited from six spine centres in Switzerland and France. They completed the newly translated COMI, and the Roland Morris disability (RMQ), Dallas Pain (DPQ), adjectival pain rating scale, WHO Quality of Life, and EuroQoL-5D questionnaires. After ~14 days RMQ and COMI were completed again to assess reproducibility; a transition question (7-point Likert scale; "very much worse" through "no change" to "very much better") indicated any change in status since the first questionnaire. RESULTS: COMI whole scores displayed no floor effects and just 1.5% ceiling effects. The scores for the individual COMI items correlated with their corresponding full-length reference questionnaire with varying strengths of correlation (0.33-0.84, P < 0.05). COMI whole scores showed a very good correlation with the "multidimensional" DPQ global score (Rho = 0.71). 55 patients (79%) returned a second questionnaire with no/minimal change in their back status. The reproducibility of individual COMI 5-point items was good, with test-retest differences within one grade ranging from 89% for 'social/work disability' to 98% for 'symptom-specific well-being'. The intraclass correlation coefficient for the COMI whole score was 0.85 (95% CI 0.76-0.91). CONCLUSIONS: In conclusion, the French version of this short, multidimensional questionnaire showed good psychometric properties, comparable to those reported for German and Spanish versions. The French COMI represents a valuable tool for future multicentre clinical studies and surgical registries (e.g. SSE Spine Tango) in French-speaking countries.

Translation and cultural adaptation of the Perceived Stigmatization Questionnaire for burn victims in Brazil

This methodological study aimed to describe the process of translation and cultural adaptation of the Perceived stigmatization Questionnaire (PSQ) and analyze the internal consistency of the items in the step of pre-testing. The PSQ was developed to evaluate the perception of stigmatizing behaviors of burn victims. The adaptation process was carried out from August 2012 to February 2013, comprising the steps outlined in the literature. As part of this process, the pre-test with 30 adult burn victims was held. All participants at this step reported to understand the instrument items and the scale of responses. There were no suggestions or changes in the tested version. The value of Cronbach’s alpha at pre-test was 0.87. The contribution of this study is to describe the operation of each of the steps of this methodological process and show the internal consistency of the items in the pre-test.

Evaluation of professional knowledge and attitudes on dementia patient care: a trans-cultural adaptation of an evaluation instrument

Objective To describe the trans-cultural adaptation of the evaluation instrument entitled Atenció Sanitària de Les Demències: la visió de L' Atenció Primarià from Catalan into versions in Portuguese for doctors and nurses. This study evaluates the knowledge and perspectives of these professionals in their treatment of patients diagnosed with dementia in cases of primary care. Method The adaptation followed internationally accepted rules, which include the following steps: translation, synthesis, back-translation, revision by a committee of specialists, and a test run with 35 practicing doctors and 35 practicing nurses in Brazil's Family Health Strategy (Estratégia Saúde da Família, or ESF in Portuguese). Results The translation, synthesis, and back-translation steps were performed satisfactorily; only small adjustments were required. The committee of specialists verified the face validity in the version translated into Portuguese, and all of the items that received an agreement score lower than 80% during the initial evaluation were revised. In the test run, the difficulties presented by the health care professionals did not reach 15% of the sample, and therefore, no changes were made. Conclusion The Portuguese translation of the instrument can be considered semantically, idiomatically, culturally, and conceptually equivalent to the original Catalan version and is, therefore, appropriate for use in Brazil.

Evolution of Ba and Role of Absorptive Capacity in Collaboration between MNCs and Chinese Universities in China

During the recent years, collaboration with Chinese universities has aroused growing interest among multinational companies (MNCs). Cross-cultural university-industry (U-I) collaboration creates various challenges in collaborative knowledge creation and innovation due to the differences e.g. between university and company motivation, objectives and activities. Also different values, norms, and means of actions result often in collisions and misunderstandings. This thesis examines the establishment of the relationships and the evolution of the collaboration between MNCs and Chinese universities. Empirical findings underscore that the partners in collaboration are required to possess research interest as well as capability to acquire, assimilate and exploit new external knowledge. Time and communication have a critical role in the evolution of the collaboration. In China the personal relationships, guanxi, play an important role. Collaborative knowledge creation requires a platform, Ba, which enables the creation of common understanding, commitment, trust and mutual respect. Empirical data has been collected through interviewing company experts and academe of Chinese universities from ICT and forest industries as well as attending panel discussions and meetings with the experts from the field of study.

The True Brand Loyalty in the Finnish Tabloid Industry

Asiakas- ja brandiuskollisuutta on tutkittu 1920-luvulta alkaen ja sitä käsittelevän kirjallisuuden kirjo on hyvin laaja. Empiirisiä tutkimuksia löytyy kattava joukko aina pankkimaailmasta päivittäiskaupan tuotteisiin. Iltapäivälehtimarkkinaa tutkivaa empiiristä asiakas- tai brandiuskollisuustutkimusta ei kuitenkaan toistaiseksi ole tieteellisen tutkimuksen saralla tehty. Tässä tutkimuksessa perehdytään asiakas- ja brandiuskollisuuden maailmaan ja tutkitaan brandiuskollisuuden toteutumista suomalaisien iltapäivälehtien keskuudessa. Tutkimuksen keskeisin tavoite on selvittää, voidaanko todeta asiakas- ja brandiuskollisuutta olevan suomalaisien iltapäivälehtien keskuudessa ja mikäli sitä todetaan olevan, mitkä ovat ne tekijät, jotka tämän uskollisuuden muodostumiseen vaikuttavat. Tutkimus toteutettiin yhteistyössä toisen suuren suomalaisen iltapäivälehtitalon kanssa. Empiirinen tutkimus toteutettiin strukturoituna Internet-kyselynä, josta saatu aineisto analysoitiin kvantitatiivisin tutkimusmenetelmin. Tutkimuksen tulokset osoittavat, että asiakas- ja brandiuskollisuutta löytyy suomalaisien iltapäivälehtien keskuudessa. Tärkeimmät havainnot osoittavat, että muun muassa uskollisuus iltapäivälehden verkkosivustoa kohtaan vaikuttaa positiivisesti uskollisuuteen ja toistuvaan ostokäyttäytymiseen samaa iltapäivälehteä kohtaan. Tämä on merkittävä löytö, sillä asian on monissa aiemmissa tutkimuksissa oletettu olevan päinvastoin. Myös luottamus brandiin, sitoutuneisuus brandiin, asiakkaan kokemat hyödyt ja asiakastyytyväisyys todettiin tutkimustuloksien pohjalta vaikuttavan positiivisesti sekä asenteellisen että behavioristisen uskollisuuden muodostumiseen iltapäivälehtiä kohtaan.

The Challenges and Opportunities of e-Commerce in Fashion Branding from an e-Trust and e-Loyalty Perspective

This thesis discovers the main challenges and opportunities that e-Commerce brings to the fashion industry and to the process of building brand trust and loyalty in particular. The field of e-Commerce is investigated and the findings, benefits and challenges, are implemented into companies’ branding strategies. Then, the effect of companies’ online branding actions on customers’ behaviour is studied. New perspectives and ideas are developed for fashion retailers to build trust online and increase the number of customers who continuously utilize brand’s products and services.

Discerning Cultural Depictions and Mistakes in Kafe Piter, a Russian Language Textbook for Finnish Students

This thesis presents the results of an analysis of the content in the series of Russian textbooks Kafe Piter, which is widely used in Finnish educational institutions for adult learners at the time that the research is conducted. The purpose of this study is to determine and describe how a textbook may purvey an image of a foreign country (in this case, Russia). Mixed-methods research with a focus on the qualitative content analysis of Kafe Piter is performed. The guidelines for textbook evaluation of cultural content proposed by Byram (1993) are used in this study as the basis for creating a qualitative analysis checklist, which is adopted according to the needs of the current research. The selection of the categories in the checklist is based on major themes where direct statements about Russia, Russian people and culture appear in the textbook. The cultural content and the way in which it is presented in Kafe Piter are also compared to the intercultural competence objectives of the Common European Framework of Reference for Languages. Because the textbook was not written by a native Russian speaker, it was also important to investigate the types of mistakes found in the books. A simple quantitative analysis in the form of descriptive statistics was done, which consisted of counting the mistakes and inaccuracies in Kafe Piter. The mistakes were categorized into several different groups: factual or cultural, lexicosemantic, grammatical, spelling and punctuation mistakes. Based on the results, the cultural content of Kafe Piter provides a rich variety of cultural information that allows for a good understanding of the Russian language and Russian culture. A sufficient number of cross-cultural elements also appear in the textbook, including cultural images and information describing and comparing Russian and Finnish ways of life. Based on the cultural topics covered in Kafe Piter, we conclude that the textbook is in line with the intercultural competence objectives set out in the Common European Framework of Reference for Languages. The results of the study also make it clear that a thorough proofreading of Kafe Piter is needed in order to correct mistakes - more than 130 cultural and linguistic mistakes and inaccuracies appear in the textbook.

Mastery, perceived stress and health-related behaviour in northeast Arnhem Land: a cross-sectional study

Affiliation: Mark Daniel : Département de médecine sociale et préventive, Faculté de médecine, Université de Montréal

The uses of the outline for cultural formulation of the DSM-IV : from case conceptualization to treatment plan

ARTICLE 1 : RÉSUMÉ Amputation traumatique: Une étude de cas laotien sur l’indignation et l’injustice. La culture est un contexte essentiel à considérer pour produire un diagnostic et un plan d’intervention psychiatrique. Une perspective culturelle met en relief le contexte social dans lequel les symptômes émergent, et comment ils sont interprétés et gérés par la personne atteinte. Des études ethnoculturelles sur les maladies nous suggèrent que la plupart des gens nous donnent des explications pour leurs symptômes qui ont un fondement culturel. Bien que ces explications contredisent la théorie biomédicale, elles soulagent la souffrance des patients et leur permettent de donner une signification à cette dernière. L’exploration des caractéristiques, contextes et antécédents des symptômes permet au patient de les communiquer au clinicien qui pourrait avoir une explication différente de sa maladie. Cette étude de cas permet de montrer comment le Guide pour Formulation Culturelle du DSM-IV (The DSM-IV Outline for Cultural Formulation) permet aux cliniciens de solliciter un récit du patient en lien avec son expérience de la maladie. Notre étude examine l’utilisation par un patient laotien de « l’indignation sociale » (« Khuâm khum khang ») comme le modèle explicatif culturel de son problème malgré le diagnostic de trouble de stress post-traumatique qui lui fut attribué après une amputation traumatique. L’explication culturelle de son problème a permis au patient d’exprimer la signification personnelle et collective à sa colère et sa frustration, émotions qu’il avait réprimées. Cet idiome culturel lui a permis d’exprimer sa détresse et de réfléchir sur le système de soins de santé et, plus précisément, le contexte dans lequel les symptômes et leurs origines sont racontés et évalués. Cette représentation laotienne a aussi permis aux cliniciens de comprendre des expériences et les explications du client, autrement difficiles à situer dans un contexte biomédical et psychiatrique Euro-américain. Cette étude démontre comment il est possible d’améliorer les interactions entre cliniciens et patients et dès lors la qualité des soins par la compréhension de la perspective du patient et l’utilisation d’une approche culturelle. Mots clés: Culture, signification, idiome culturel, modèle explicatif, Guide pour Formulation culturelle du DSM-IV, indignation sociale, interaction entre patient et intervenant. ARTICLE 2 : RÉSUMÉ Impact de l’utilisation du Guide pour la formulation culturelle du DSM-IV sur la dynamique de conférences multidisciplinaires en santé mentale. La croissance du pluralisme culturel en Amérique du nord a obligé la communauté oeuvrant en santé mentale d’adopter une sensibilité culturelle accrue dans l’exercice de leur métier. Les professionnels en santé mentale doivent prendre conscience du contexte historique et social non seulement de leur clientèle mais également de leur propre profession. Les renseignements exigés pour les soins professionnels proviennent d’ évaluations cliniques. Il faut examiner ces informations dans un cadre culturellement sensible pour pouvoir formuler une évaluation des cas qui permet aux cliniciens de poser un diagnostic juste et précis, et ce, à travers les frontières culturelles du patient aussi bien que celles du professionnel en santé mentale. Cette situation a suscité le développement du Guide pour la formulation culturelle dans la 4ième édition du Manuel diagnostique et statistique des troubles mentaux américain (Diagnostic and Statistical Manual of Mental Disorders (4th ed., DSM-IV) de l’Association psychiatrique américaine. Ce guide est un outil pour aider les cliniciens à obtenir des informations de nature culturelle auprès du client et de sa famille afin de guider la production des soins en santé mentale. L’étude vise l’analyse conversationnelle de la conférence multidisciplinaire comme contexte d’utilisation du Guide pour la formulation culturelle qui sert de cadre dans lequel les pratiques discursives des professionnels de la santé mentale évoluent. Utilisant la perspective théorique de l’interactionnisme symbolique, l’étude examine comment les diverses disciplines de la santé mentale interprètent et conceptualisent les éléments culturels et les implications de ce cadre pour la collaboration interdisciplinaire dans l’évaluation, l’élaboration de plans de traitement et des soins. Mots clé: Guide pour Formulation culturelle – Santé mentale – Psychiatrie transculturelle – Analyse conversationnelle – Interactionnisme symbolique

Validación de la nueva versión de la escala unificada para la evaluación de la enfermedad de Parkinson (MDS-UPDRS) en español. Resultados de la fase I : (validación lingüística)

La enfermedad de Parkinson es el segundo trastorno neurodegenerativo más frecuente, afectando del 1 al 2% de las personas mayores de 60 años a nivel mundial.(1) No hay un test diagnóstico ni un marcador clínico confiable y fácilmente aplicable para el diagnóstico de ésta enfermedad así como tampoco para la progresión y respuesta a los tratamientos. Por esta razón, se desarrolló en 1987 la escala unificada de evaluación de la Enfermedad de Parkinson (UPDRS, por sus siglas en inglés Unified Parkinson’s Disease Rating Scale), instrumento disponible en su idioma original, no validado al español para su utilización en Colombia.OBJETIVO. Realizar la validación lingüística de la escala unificada para la evaluación de la enfermedad de Parkinson (UPDRS-MDS) de su versión original en inglés en su versión en español para Colombia. DISEÑO METODOLÓGICO. Estudio de validación de escala. POBLACIÓN. Pacientes mayores de 18 años de edad que cumplan con criterios para el diagnóstico de enfermedad de Parkinson según Los criterios diagnósticos “Disease Society Brain Bank de Londres de 1992, avalado por especialista en trastorno del movimiento. TAMAÑO MUESTRAL. 15 pacientes con enfermedad de Parkinson para la prueba piloto de la escala UPDRS traducida del Inglés al Español. ANALISIS ESTADÍSTICO. Medidas de tendencia central y de dispersión en variables cuantitativas y proporciones para variables cualitativas.

Transformación cultural en redes de cooperación empresarial

Ante la globalización y las nuevas tendencias de consumo que se han venido desarrollando a través de los años, las diferentes firmas en el mundo se han visto en la necesidad de buscar estrategias que les permita ser productivas generando más valor a los consumidores. En este sentido, ha surgido la necesidad de trabajar de manera conjunta y a su vez crear lazos de cooperación entre las diferentes organizaciones para el logro de mejores resultados. Las redes empresariales son una opción de integración de procesos y recursos para las organizaciones, sin embargo durante la creación de esta se generan cambios organizacionales que impactan en factores como la cultura organizacional. El cambio en la cultura organizacional se produce de manera gradual o abrupta según la forma de cooperación que ejecuten las empresas o por el contexto externo al cual pertenezca la organización. Así mismo, el líder es el encargado de gestionar el cambio en los valores (núcleo de la cultura), prácticas o la filosofía de las organizaciones; sin el apoyo de los líderes el fracaso de una cultura organizacional en una empresa, red, clúster o alianza será incuestionable.