The Overview of Cultural Dimensional Impact on Iranian Architectural Design in Foreign Project: A Case Study

Abstract

A worldwide business success requires a respect for local customs. International marketers need to recognize and appreciate varying cultures. Culture plays a significant role in influencing consumer perception, which in turn influences preference and purchase. The aim of this study is to find out the most important attribute of culture characteristics impact on foreign project while the researcher take into consideration the model of Rabi and Bhagat, 2008.Iranian architectural companies were asked to evaluate the dimension of culture when they accomplished the project in abroad. Cumulative, Socially shared, Facilitate communications learned subjective, enduring, perspective and dynamic, are the main dimension on culture which caused main influence on designing. The questionnaire finally consisted of twenty and four statements as a driving factor and architectural company were asked to indicate the degree of importance. It was administrated to ninety one architectural companies with grade 1 participated in this Research in Tehran , therefore the snowball sampling method is an appropriate non probability sampling method to collect the date . The result showed that, communication, learned and subjective dimensions of culture should take into consideration when they are designing the project performed in abroad through Iranian architectural company. To put in the nutshell, the Iranian architectural companies with grade 1 need more emphasis on Touristic city, Prevalence of internet utilization and Citizens-Foreigners communication as various pillars of communication.
Key words: Culture; Architectural; Design; Perspective; Communication; Subjective; Dimension; Iran