International Marketing in Germany – From a cultural perspective

Attitudes towards Time 
Moreover, Trompenaars has identified attitudes towards time as a significant cultural 
dimension. Different cultures have different perspectives towards time. In some cultures the 
past and its activities or achievements are higher valued than those of today or future plans. In 
those cultures, time is thought of as a circular process without any beginning or ending, for 
example India, and the Arab countries. In other cultures, the future plans and where someone 
is today is the only important matter. Here time is of greater importance as it is seen as a 
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Perlitz, M., 
Internationales Management, 
(2004),
p. 253 
106
Trompenaars, A. & Hampden-Turner, C.,
 Riding the Waves of Culture,
(1998),
 
p. 9 
107
Perlitz, M., 
Internationales Management, 
(2004),
 
p. 253 
108
Johansson, J., 
Global Marketing, 
(2003),
 
p. 79 
109
Perlitz, M., 
Internationales Management
, (2004), p. 253 
110
Trompenaars, A. & Hampden-Turner, C.,
 Riding the Waves of Culture,
(1998), p. 9 

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linear process, with a distinct beginning and end. Typical linear countries are the United 
States, Holland and Sweden.
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Attitudes towards the Environment 
Trompenaars’ last dimension that describes culture is attitudes towards the environment. Does 
the environment affect me or do I affect the environment? In eastern cultures, the people have 
great respect for others not wishing to affect others in any way. In western cultures, the people 
do not wish to be affected by the environment. This is illustrated by the “Sony Walkman” 
Eastern countries uses it to not disturb others, while western countries do not wish to be 
disturbed by others.
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