International Marketing in Germany – From a cultural perspective

 
p. 79 
100
Ibid, p. 79 
101
Perlitz, M., 
Internationales Management, 
(2004),
 
p. 253 
102
Trompenaars, A. & Hampden-Turner, C.,
 Riding the Waves of Culture,
(1998),
 
p. 8 
103
Ibid,
 
p. 81 
104
Ibid,
 
p.
 
9

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29 
The private sphere is small and specific persons are very open and open-minded to new 
people and experiences.
At the other extreme lies the diffuse relationship, here doing business is much more than just a 
contract. Relationships between the partners are highly valued and higher prioritized than the 
actual contract. Private life and business are interacting with each other during the business 
process.
105
Within diffuse relationships the private sphere is large, and it takes time to get to 
know someone, but when entering the private sphere a close relationship is bonded. People 
can be described as indirect and introvert, they avoid direct confrontation and link private and 
work life. In many diffuse countries, a good private relationship is required before the 
business relationship can continue.
106
Typical specific cultures are Western Europe or the 
United States and typical diffuse countries are China, Indonesia or South American countries 
(See figure 2.9).
107
Figure 2.9 Involvement in Relationship – Specific versus Diffuse
Source:
Derensky H., 
International Management, 
(2006) p. 97
 
(modified)
 
Achievement versus Ascription
Trompenaars’ dimension about achievement versus ascription illustrates how someone is 
judged. Is it depending on recent performance (achievement), or on family, age, gender, or on 
connections (ascription)?
108
A typical ascription country where status is important is the 
United States. Countries like Germany, Italy or Russia appertain to the achievement 
cultures.
109
To illustrate the differences, ascription would be “Where you have studied” and 
achievement would be “What you have studied”.
110