MAR3001 Consumer Behaviour Learning Journal #4

As per usual, the class started with a review of the previous class learnings of theories, models and the case study. After much discussion of the previous case study, we went forward with a new case study of Vodafone in Egypt. It was interesting to see and analyse how Vodafone penetrated into Egypt through mergers and acquisitions as well as through venture capitalist. We concluded through a comparison with the UK that Egypt had a fairly different cultural dimension. 

 

- Huge power distance considering the state of emergency he had announced and the instability that it has caused to Egypt.

 

- Collectivistic society, based on the case study, was shown through the demonstration made by the civilians in order to overthrow the government. 

 

- Feminine society: In Feminine countries the focus is on “working in order to live”, managers strive for consensus, people value equality, solidarity and quality in their working lives. Conflicts are resolved by compromise and negotiation.

 

- Egypt has a specific culture. Countries exhibiting high Uncertainty Avoidance maintain rigid codes of belief and behaviour and are intolerant of unorthodox behaviour and ideas. 

 

- Egypt's low score of 7 indicates that the country's culture is highly conformist. People in such civilizations are preoccupied with establishing the absolute Truth; their thinking is normative. They have a high regard for tradition, a low proclivity to save for the future, and a strong desire to get things done quickly.

 

- Egypt has a low score of 4, indicating that it is a relatively restrained country. Cynicism and pessimism are common in societies with a low score on this area. People with this viewpoint believe that their behaviors are constrained by societal standards, and that indulging themselves is unethical (Hofstede Insights, n.d.).

 

It surprised me to understand that the government strategically cut off telecommunication services and connections during the rise of demonstrations in Egypt at the time. It is even more appalling to me as this is still happening 10 years later in Myanmar when the government declared a state of emergency earlier this year and deployed the use of the military force onto their citizens, causing havoc, loss of lives and political instability.

 

You can read more on the situation in Myanmar through this link if this is of interest to you: https://www.nytimes.com/article/myanmar-news-protests-coup.html




Reference: Hofstede Insights. (n.d.). Country Comparison. Retrieved June 2021, from https://www.hofstede-insights.com/country-comparison/egypt,the-uk/

 

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