Title: Franck BRULHART Lecturer University of Aix-Marseille AGEFA PME franck.brulhart@univmed.fr
1Franck BRULHARTLecturerUniversity of
Aix-Marseille AGEFA PMEfranck.brulhart_at_univmed.f
r
- Project INTENT
- January 17, 2008
Intercultural Management
2Structure of the presentation
- Globalization and uniformization of cultures?
- Explanation of international cultural diversity
- G. Hofstede (1980, 1991) House (2004)
- Intercultural awareness
- Mastering foreign languages
- Merging in the situation
- Using vocational/sectoral cultureas bridge
- Nonverbal communication
31. The state of affairs on international cultural
diversity (a)
- Globalization
- The processes and their results on phenomena of
different disciplines (political, economic,
cultural, social) are of a worldwide dimension
A. Mattelard (2007) - The trend to cultural uniformity
- Mankind has established a monoculture it
prepares to produce a mass-civilization, as if
eating beetroot. Its daily food doesnt consist
of more than this C. Levi-Strauss (1955) - The convergence of consumers cultures or the
coca-colonization U. Hannerz (1992) - The emergence of a global village
41. The state of affairs on international cultural
diversity (b)
- The configuration of a global village of 1000
inhabitants (Houston India Herald, Oct. 1998 )
- Geographical origins 584 Asians, 124 Africans,
95 Europeans, 84 South-Americans, 52
North-Americans
- Language 165 speak Mandarin, 86 English, 83
Hindi or Urdu, 65 Spanish, 58 Russian, 37 Arabic
- Religion 329 Christians, 178 Muslims, 60
Buddhists, 45 Atheists, 32 Hindustani,
- Age 330 children, 60 above 60 years old,
- Income 200 habitants possess 75 of wealth, 200
others posses 2 of wealth,
51. The state of affairs on international cultural
diversity (c)
Germany 500 / week
Peru 31 / week
61. The state of affairs on international cultural
diversity (c)
- Culture (C. Usunier, 2004)
- The symbolic organization of a group and the
representation that the group creates of itself
and of its relations with others - Explicit elements languages, customs, habits,
traditions, skills, knowhow - Implicit elements values, myths, beliefs,
concepts, representations
71. The state of affairs on international cultural
diversity (d)
- Cultural heterogenity on global scale
- From homogeneity to mixture of races
creolization (Hannerz, 1992) - International entrepreneurial strategy
- Facing the state of a continuous cultural
diversity, the development of a strategy of
international entrepreneurship calls for the
identification of the dimensions of this cultural
diversity and for the preparation for those. - Indeed, if social interactions are based on
specific cultural models, the international
entrepreneur should adapt his behaviour and his
attitude in order to avoid disturbing or
violating the norms held consciously or
subconsciously by his business relations (E.
Hall, 1990).
82. Characterization of international cultural
diversity (a)
- The Hofstede model (1980, 1991)
- 5 indepent bipolar dimensions
- The importance of hierarchical distance (HIE)
- The degree of individualism (IND)
- The relation with insecurity (INC)
- Masculine / feminine orientation (MAS)
- Short-term / long-term orientation (LTO)
- House (2004)
- Globe study
HIE IND INC MAS LTO
DK 18 74 23 16 45
FR 68 71 86 43 39
JAP 54 46 92 95 80
NL 38 80 53 14 35
RO 90 91 30 42
USA 40 91 46 62 29
92. Characterization of international cultural
diversity (b)
- The model of E.T. Hall (1990)
- Culture is a system of creating, emitting,
retaining and of processing information
(Chevrier, 2003). The objective of Hall is to
provide the necessary tools to decode messages of
another culture. - 3 hidden dimensions of communication
- The concept of time (monochronic versus
polychronic) - The concept of space (cultural proximity)
- The context of communication (rich versus poor)
102. Characterization of international cultural
diversity (c)
Japan
IMPLICIT Communication style
China
Strong
Africa (below the Sahara)
Middle East
Latin America
Italy
Appeal on the context of the message
France
United Kingdom
United States
Denmark
EXPLICIT Communication style
Germany
Weak
Switzerland
Preferential message types
explicit
implicit
112. Characterization of international cultural
diversity (d)
- Characterizing international contexts
- The identification of cultural specifics of
international contexts permits the comprehension
of the influence of culture on behaviour,
management practices and communication
interpersonal interactions. - This comprehension constitutes the prerequisites
of intercultural management practices for the
international entrepreneur. - Good practices of the international
entrepreneur - The refined comprehension of international
cultural contexts has to facilitate the necessary
adaption of behaviour and to avoid the classic
errors due to failing intercultural management.
123. Management of international cultural diversity
(a)
- Acknowledgement of the relativity of behaviours
and practices (Trompenaars, 2003) - The limits of a generic approach on culture
- The risks of not understanding
- Avoid lathophobia fear of making errors (C.
Hagège, 1996)
133. Management of international cultural diversity
(b)
- Learning by experience
- Real experience, shared of simulated
- Simulation EUROSIM
- Capitalizing on the culture of the vocation or
the sector to overcome the cultural gap
(Chevrier, 2003)
143. Management of international cultural diversity
(c)
- Physical movements, paralanguage, use of space,
physical environment (Meier, 2004) - A necessary nonverbal gesture
Shaking the head from left to right USA
no France no Netherlands no Bulgary
yes Malaysia yes Saoudi Arabia yes
153. Management of international cultural diversity
(d)
- A statement The existence of great cultural
differences between countries and regions - .
- A neccessity perceive and understand the
differences in order to improve the ability to
deal with international exchanges. - A means Intercultural management and
intercultural communication.
16Thank you for your attention
- Project INTENT
- January 17, 2008