RANEPA Summer Campus: Impact of Culture on Business Environment

17 July2018
RANEPA Summer Campus: Impact of Culture on Business Environment

Professor Pat Dixon from the Wake Forest University, WFU, USA, was an invited expert of the RANEPA International Summer Campus, which is being held in the Republic of Tatarstan these days.

For an hour and a half students from different countries of the world who came to the RANEPA Summer Campus had time to get acquainted with the influence of culture on business, the classification of cultures according to Hofstede (Hofstede's cultural dimensions), and fill in 3 questionnaires that made it possible to feel the influence of mental structure on one's own thinking more sharply.

The issue of mutual understanding both in personal life and in business is very acute, the expert pointed out. Foreign students in the USA are faced with what they do not say in the media, the realities do not correspond to the picture of the ideal New York.

Adaptation in this case is not limited to language learning, cultural peculiarities. Students get acquainted with the rules, standards of conduct within another society.

Pat Dixon has repeatedly stressed that the participants of the RANEPA Summer Campus were lucky to be on the project, where the guys from different countries gathered: "This is a unique chance to get to know and understand the particularities of each culture.”

In the world development, one can observe the struggle of two tendencies: globalization and anti-globalization.

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On this topic the lecturer advised the book of the famous American journalist Thomas L. Friedman The World Is Flat: A Brief History of the Twenty-first Century. Friedman writes that the modern world has entered the third stage of globalization. But Mr. Dixon parries: "If we are talking about culture, it is not flat. Global communications became possible several decades ago, while it took even longer for global technologies and digitalization. Culture is hundreds of years old, and these years define how we think today."

Any business strategy must take into account regional specifics. This is especially important when creating product value and conducting marketing campaigns. Culture is intertwined with any activity, and adaptation of the participants of the RANEPA Summer Campus makes it more productive. The speaker invited the participants to pay attention to what standards they adopt and how effectively they adapt them.

Working with the questionnaires at the lecture clearly showed that the typology of cultural measurements of G. Hofstede simplifies the process of cross-cultural communication. Using the information obtained from the questionnaires, the participants described the impact of culture on personality, and how these values affect the behavior. The typology itself is based on six dimensions of culture: distancing from power, isolation, masculinity, avoidance of uncertainty, strategic thinking and assumption.

Pat Dixon raised the topic of risks. He shared his personal experience and told that the investor would rather choose that group of startups that failed than the one that will come to him without experience. The expert advised the participants of the RANEPA Summer Campus not to be afraid of risks and to remember that cultural features affect the motivation, communication and interaction within the group: "There are no wrong scenarios, there are different scenarios, the choice of which is determined by the mentality.”

All lectures of the RANEPA International Summer Campus – 2018

All interviews of the RANEPA International Summer Campus – 2018

The organizers of RANEPA Summer Campus include RANEPA, the Government of Tatarstan, and the Association of Innovative Regions of Russia, with the support of ACIG Group of Companies.


For media accreditation, please call: +7 (903) 788-38-02 Dmitry Sokolov, press secretary, RANEPA.

General partner: The Сoca-Cola Company.

Strategic information partner: TASS. Official information partner: Interfax. Main information partner: Polit.Ru. Campus newspaper: Parlamentskaya Gazeta. Main regional information partner: Realnoye Vremya. Regional information partner: Expert Tatarstan. Campus TV: Tatarstan State TV and Radio Company.

Partners of the Summer Campus:, Tatar-inform news agency, Strategia magazine, RBC Tatarstan,, Kazan Vedomosti,,



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