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Keegan and Schlegelmilch (2001)Management > Global Marketing Management > Lectures > Independent Research > Keegan and Schlegelmilch > Differences
DifferencesEdward T Hall coined the terms, “high” and “low” context cultures. High context: (Japan and Saudi Arabia) There is much less paperwork, as a person’s values and place in society, and thus their word, are deemed more important. In high context cultures, people have a much smaller personal bubble and meetings are lengthy, with emphasis placed upon people getting to know each other. “Time is money” isn’t an issue. Low context: (US, Switzerland, or Germany) Deals are based on numerical information in the loan application, rather than the character of the person. "Time is money" is an important issue. Verbal and non-verbal language barriers are difficult to overcome, as many things can be lost in translation. For example, in Saudi Arabia, it is an insult to ask about one’s spouse or to give objects with the left hand. In Korea, both hands should be used in handing over objects. In Brazil, Korea, China, Japan, and Taiwan, bows are very important. Social behaviour is relevant in business, as in western companies, people from different departments and levels express their varying points of view. In contrast, Japanese forms act like a family and pursue the ultimate goal of harmony.
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