High-context cultures such as China tend to be collectivistic with extensive interpersonal relationships that likely have a social hierarchy and information is normally not said verbally, where messages instead have profound meanings. Low-context cultures like the United States tend to be individualistic with little interaction between people and therefore communication is direct and explicit. Different cultures influence a multitude of issues; cultural differences, corporate attitudes and values, and even ethical issues. The criterion of self-referentiality is the unconscious reference to one's own cultural values, and therefore international marketing personnel must understand different points of view and cultural values ​​when strategizing for a foreign market, which affects the decision-making process. For example, Americans are quick to adopt new technologies, but Chinese suppliers may prefer to preserve traditional values. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Due to globalization, international marketing personnel must put aside the criterion of self-referentiality and be aware of cultural differences to make strategic decisions. An American company can therefore compensate for its self-referential criterion in relations with its suppliers in China by carrying out market research. Using Hofstede's cultural dimensions will help to observe the cultural norms of the country and the differences between them. China has high power distance, placing importance on hierarchy, with upper management making decisions, while in the US there is lower power distance, allowing space for discussions and treating each other fairly, typically with a bottom-up decision-making process. This also links to their level of individualism, where China is more collectivistic, places importance on relationships and is therefore more cooperative with people it knows, while being unwelcoming towards strangers. The United States is highly individualistic where it is believed that everyone has the same rights and does not rely on other people but instead looks out for their own personal interests. Both countries are quite masculine; they place importance on success and achievement, where China sacrifices their social life for work, and people in the United States are competitive and have a "live to work" mentality. China has a surprisingly low level of uncertainty avoidance, allowing for flexibility and adaptation to the future, while the United States has a moderately low level of uncertainty avoidance, making it a little more tolerant of new technologies or things. China has a long-term orientation, where they are patient and adapt to changes to achieve goals, while the United States has a short-term orientation, believing that time is not linear and therefore prefers to analyze information and quick results. China has a sober culture of not self-indulgence, largely due to social norms, while the United States has strong urges to self-indulge. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay These cultural differences, or similarities, would influence typical decision making and therefore Americans should understand the Chinese culture. These cultural differences therefore also influence people's behavior and personality. For example, China may attach greater importance to moral and social obligations,.