INTERCULTURAL MANAGEMENT
Lecturer:
Begoña Jamardo Suárez
Bachelor Degree in English by the University of Santiago de Compostela (Spain). MBA and
Graduate in International Business by Novacaixagalicia Business School (Spain). Phd
Programme at Vigo University. Before joining NCG School, she worked in Marketing positions
in the fishing and financial sectors. For several years she held the position of Communications
and International Manager at NCG Business School. She has worked as an Associate Lecturer
at the University of Vigo and as a Visiting teacher at the Business College of Viana do Castelo
University and Universidad Católica de Porto (Portugal). At present she is a Lecturer of
Intercultural Management at the International Executive MBA (officially accredited by AACBS)
at the Poznan University of Economics (Poland)1. Her field of research is Intercultural
Communication & Body Language. She has been a trainer in communication skills for a large
amount of private and public institutions such as Inditex Group (Zara), Hesperia Group (NH
Hotels),CEAGA (Galician Car Cluster), Eroski (Spanish household food retailer) , R-Group
(leading Cable firm), Regional Consumption Institute, Regional Ministry of Education, Regional
Ministry of Health and the Official Public Administration School. She is the Director of the
Master in International Business at Novacaixagalicia Business School, which has ranked
among
the
top
five
in
its
field
in
Spain
since
2008
(El
Mundo
Rank).
bjamardo@escueladenegociosncg.edu
Objectives:
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To promote participants knowledge of classmates´ home cultures and
help them identify differences and similarities.
To improve their cross-cultural awareness by reflecting upon the
strategic impact of cultural differences on international business
operations.
To provide participants with tools for self-assessment of their “Cultural
Quotient” (CQ), both at social and corporate level, and advice them on
ways to improve their personal weaknesses.
To deepen student knowledge about European countries compared with
their home culture and China.
To improve cross-cultural personal communication and negotiation
capacity by observing and interpreting aspects of non-verbal behaviour.
http://www.uemba.ue.poznan.pl/
Intercultural Management gemMBA 2012-2013
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Learning outcomes:
By the end of the sessions participants should be able to:
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Be open, alert and sensitive to new cultures.
Be aware of their personal CQ profile, both of their individual strengths
and weaknesses.
Appraise the role of cross-cultural awareness in creating competitive
advantage for an international firm.
Apply Hostede model of analysis to design an intercultural efficient
corporate strategy.
Observe and interpret universal gestures and use non-verbal
communication to improve empathy with people from other cultures.
Content Briefing:
1- WHAT IS CULTURE?
1.1.
1.2.
1.3.
1.4.
1.5.
How does culture affect our perception of the world?
Do we live in a global village? : Globalization and diversity.
Cultural sensitivity and brand positioning
What culture is not: miscategorisations and stereotypes
So… what is culture?
Team work: Miscategorisations and stereotypes
 Case.1. Do we understand each other?
 Case.2. Making initial contacts
2. MODELS OF ANALYSIS OF CROSS-CULTURAL DIFFERENCES
2.1.Current models of cultural analysis
2.1.1. Hall and Trompenaar’s
2.1.2. Inglehart: The World’s Value Survey
2.1.3. Chokkar: The Globe Project
2.1.4. Lewis: The Pyramid
2.2.The universal dimensions of culture: Hofstede Model
2.2.1. Collectivist versus Individualist societies
2.2.2. Egalitarian versus Hierarchical societies
2.2.3. Masculine versus Feminine societies
2.2.4. High anxiety versus Low anxiety societies
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2.2.5. Long-term versus Short-term/ Monochronic vs Polychronic
2.2.6. Indulgence versus Restraint
Team work: Corporate Management
 Case.1. Strategy Design
 Case.2. Recruitment
 Case.3. Decision Making
 Case 4. Process Development
 Case.5. Managerial Style & Socializing
Team presentations ( 10 ms per team)
 Cases of failure & success in China
3. INTERCULTURAL INTELLIGENCE
1.
2.
3.
4.
5.
6.
Global Work Assignments: Reasons for failure
Cultural shock: Stages
In search of CQ
Strategic thinking
Motivation
Behaviour
Self-assessment Test
 Personal CQ: Strategic Thinking, motivation and behaviour
 Social shock profile
 Organizational shock profile
Team work: Developing Strategic Thinking
 Case.1. A young Chinese business executive in a meeting in Seattle.
4. INTERCULTURAL NEGOTIATION SKILLS
4.1. Implications of Hofstede Model in intercultural negotiations
4.2. The profile of the good international negotiator
4.3. Turn-taking styles: Anglosaxon, Mediterranean, Asian.
Team work: Intercultural negotiation
 Questionnaire: Business protocol in negotiating with European countries
 Questionnaire: Intercultural Negotiation Quizz
 Case.1. Negotiation Styles
 Case.2. Intercultural negotiator profile
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5. BODY LANGUAGE IN INTERCULTURAL NEGOTIATIONS
5.1.The impact of body language in human communication
5.2.Components and interpretation
5.3.Key body language in intercultural negotiations
5.3.1. Greeting
5.3.2. Deceit
5.3.3. Empathy
5.4.How much is universal and how much is culturally bound?
5.5.Creating rapport: mirror neurones.
5.6.Use of body language : High context and low context cultures
5.7.Use of personal space (proxemics)
5.8.Tolerance to body contact (haptics)
5.9.Basic cultural differences in facial expressions
5.10.
Cultural variations in handshaking styles
Role-Playing: Western handshaking style
On-line test: Fake or genuine smiles
Test: Chinese body language
REFERENCES
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Auxier, R (2011) “Egypt, Democracy and Islam”. Pew Research Centre. January 31.
2011.
Blair, T (2011) “Religion matters. Tony Blair keynote speech at Monterrey
Tecnológico University in México”. February, 15th 2011.
Earley, P. Christopher Ang, Soon Tan, Joo-Seng ( 2006) Developing cultural
intelligence at work. Stanford Business Books.
Hofstede, G (2003) Culture’s Consequences: Comparing values, behaviours,
institutions and organizations across nations. Sage Publications.
Hofstede, Geert & Hofstede, Gert Jan & Minkov, Michael (2010 ) Cultures and
organizations. Software of the mind. USA: MacGraw Hill.
Ghemawart, P (2011) World 3.0: Global Prosperity and How to Achieve it.
Harvard Business Review Press.
Ghemawart, P (2011) Redefining global strategy. Harvard Business School Press
Jamardo, B (2011) “Liderança Intercultural: O Grande Desafio da Globalização”.
20 Valores,1 :18-20. Angola/Portugal.
Livermore, David (2010) “Leading with Cultural Intelligence”
http://www.economist.com/node/15859723
Livermore, David (2011) The Cultural Intelligence Difference: Master the One
Skill You Can't Do Without in Today's Global EconomyRichard D. Lewis. (2000). Cross culture the Lewis Model. Disponible en Richard
D.
Lewis.
(n.d.).
http://www.best-career-match.com/cross-culturalcommunication.html.
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Trompenaars, F. (1993). Riding the Waves of Culture: understanding cultural
diversity in business. London: the Economist Books.
BODY LANGUAGE
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Axtel, R. (1998) Gestures: The Do´s and Taboos of Body Language Around the
World. New York: John Wiley & Sons.
Jamardo Suárez, B (2006) “Body language in intercultural negotiations” en Ref.
Discourse and Enterprise. Licom Europa. Muenchen-Germany. Pp.15-24.
Samovar, L; Porter, R; McDaniel, E (2007) Communication between cultures.
Thomson Wadsworth: Balmont (USA).
Samovar, L; Porter, R; McDaniel, E (2007) “Non verbal communication: The
messages of Action, Space, Time and Silence” in Samovar et al., Communication
between cultures , pp 194-227. Thomson Wadsworth: Balmont (USA).
COUNTRY PROFILE
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Mole, J. (2003). Mind your Manners: Managing Business Cultures in a Global
Europe. London: Nicholas Brealey Publishing.
Foster, D. (2000) The global etiquette guide to ASIA.
Sabath, A. (1999) International business etiquette, LATIN AMERICA.
Sabath, A. (1999) International business etiquette, EUROPE.
NEGOCIACIÓN INTERCULTURAL
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Gesteland, Richard (2002) Cross-cultural Business Behaviour. CBS Press.
Lewicky, Roy et al. (2003. 3rd Ed) Essentials of negotiation. McGraw Hill.
Walch, k (2011) “Seize the sky: 9 Secrets of Negotiation Power”.
WEB SITES:
www.geert-hofstede.com
www.business-negotiations.com
www.pewresearch.org (country attitudes worldwide)
http://www.worldvaluessurvey.org/ (cultural values worldwide)
http://www.tonyblairfaithfoundation.org (religion in the world)
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http://www.ghemawat.com/default.aspx (prestigious scholar in the field)
http://www.ey.com/GL/en/Issues/Business-environment/Redrawing-the-map--globalizationand-the-changing-world-of-business---The-Globalization-Index-2009 (Ernst & Young
Globalization Index showing evolution of the cultural integration per country)
http://www.ey.com/GL/en/Issues/Business-environment/Redrawing-the-map--globalizationand-the-changing-world-of-business---Diversifying-management (Definition of cultural
diversity in Ernst & Young Globalization Index)
http://globalmindset.thunderbird.edu/home/global-mindset-inventory (Intercultural Test)
www.culturebriefings.com (business protocol)
www.executiveplanet.com (business protocol)
www.Kwintessential.co.uk (multicultural resources. Free country guides)
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International Journal of Cross Cutural Management
Journal of International Business Studies
Journal of International Management
International Journal of Intercultural Relations
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