Understanding the cross-cultural. Dimension of modern business

Overview

Common Assumptions
Definitions & Dichotomies
5 Specific Areas For Attention
Acquiring Cross-Cultural Intelligence

“Business is business wherever you go…”
“The world has become a global

… managers and supervisors do not truly understand what culture is.

‘A shared system of attitudes, beliefs, values and behaviour…’ (Gibson, 2000)

‘Collective

What does Culture cover?

Language…Eating habits… Styles of buildings… Ways of thinking…

Different workplace rules and practices… International joint ventures… Exporting goods and

Why is Culture Important?

Culture provides us with the blueprint for how

Can Cultures Be Categorized?

Individualist vs Collectivist
High Power Distance vs Low Power

You are riding in a car driven by a close friend.

Universalist

Particularist

USA
Sweden
UK
Germany
Spain
France
Japan
Greece
India
Venezuela

Look at the 10 countries in the box below.
Which ones would

How might the differences between Universalists and
Particularists manifest themselves in the

Focus more on rules than relationships
Rely on legal contracts
Trustworthy = honouring

Be prepared for ‘rational’ and ‘professional’ arguments
Do not interpet impersonal ‘let’s

1. Business Behaviour

Deal-Focused Cultures

Relationship-Focused Cultures

(Gesteland, 2005)

Moderately Deal-Focused Cultures

Deal-Focused Cultures
Northern Europe; the UK; North America
Australia and New Zealand
Moderately Deal-Focused

Common Traits of Deal-Focused Cultures

Time governs events
Change may come easily
Directness is

Common Traits of Relationship-Focused Cultures

Events may govern time
Change may be perceived

Whenever I meet a new business prospect, I spend half my

“It is important for a manager to have at hand precise

Q: How do you assess the general effectiveness of a manager?

Key

2. Communication Style

Low-Context:

High-Context:

(Hall, 1976)

Most of the information being transmitted is either

Look at the dialogue below between a North American (MARIAN) and

High-Context

Low-Context

Japan
China
Greece
Spain
Italy
UK
France
USA
Germany

Rank the communication styles of the 9 countries below on a

High-Context:

Low-Context:

Starts from the general and works towards the specific

Starts from the

Common Traits of High Context Cultures

Reluctance to say ‘No’ directly
Reliance on

Common Traits of Low Context Cultures

Words will carry the bulk of

We have a new German manager who is making himself extremely

In general, Nigerians start with the general idea and slowly move

Some Ways in Which High-Context Communicators Might Say ‘No’

By not saying

3. Non-Verbal Communication

Gestures

Posture

Facial Expressions

Eye Contact & Gaze

Touching & Physical Contact

Personal Space

Dress Codes

Many Nigerians employ indirect eye contact to demonstrate their respect for

ILLUSTRATIVE EXAMPLE 5
Eye Contact in Azerbaijan

Always maintain eye contact while speaking

Eye contact should be avoided between men and women.
Between men,

4. Attitudes to Time

Polychronic Cultures

(Hall, 1976)

Monochronic Cultures

Monochronic Business Cultures
Nordic and Germanic Europe
North America
Japan
Variably Monochronic
Australia/New Zealand
Russia and most

I’ve just returned from a visit to Brazil where I was

5. Hierarchies, Status & Formality

(Lewis, 2000)

UK

USA

GERMANY

FRANCE

JAPAN

(Lewis, 2000)

Age and accrued experience will be prized

Behaviour is likely to be

Youth and ability will be prized

Behaviour is less likely to be

During my recent trips to South Korea, I have built up

ILLUSTRATIVE EXAMPLE 9
Hierarchies in Nigeria

Age and position earns, even demands, respect.

ILLUSTRATIVE EXAMPLE 10
Honour in Afghanistan

(Kwintessential, 2008)

Honour in Afghan culture defines the

Acquiring Cross-Cultural Intelligence

First acknowledge that cultural differences exist

Then think carefully about:
a)

Any Questions?

Douglas Bell The Language Centre University of Aberdeen Regent Building Regent Walk Aberdeen AB24 3FX Tel: 01224