Cross Cultural Communication
Chapter 4
Relationship & Rules
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Chapter 4
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Learning Outcomes
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Learning of Five Dimensions how individuals relate to
other people :
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Universalism Vs Particularism ( rules vs. relationships)
Communitarianism Vs Individualism (the group vs. the individual)
Neutral Vs Emotional ( the range of feelings expressed)
Diffuse Vs Specific ( the range of involvement)
Achievement Vs ascription ( how status is accorded)
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Basis of Cultural Differences
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Relationship with people
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Attitudes of time:
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Sequential and synchronic approach to time
Achievement in the past and present
Planning & Strategy
Attitude to the environment
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Universalism Vs Particularism
Individualism Vs Collectivism
Neutral or Emotional
Specific Vs diffuse
Achievement Vs Ascriptions
Who is powerful?
 The world or the individual
 People see nature as something to be afraid of
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Universalism Vs Particularism
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This dimension defines how we judge people’s
behavior.
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Universalism: Rules for everyone
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Obligation to adhere to standards which are universally agreed to by
the culture in which we live
Universalist, or rule based, behavior tend to be abstract
Particularism: particular obligations to people we know.
 Particularist judgments focus on the exceptional nature of
present circumstances.
 This person is not “a citizen” but my friend or person of unique
importance to me. I must therefore sustain, protect or discount
this person no matter what the rule say
Figure 4.1
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Recognizing the difference
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Universalism
Focus is more on rules
Legal contracts are
readily drawn up
A trustworthy person is
the one who honors
their word or contract
There is only one truth
or reality
A deal is a deal
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Particularism
Focus is on relationship
Legal contracts are
readily modified
A trustworthy person is
the one who honors
changing mutualities
There are several
perspectives on reality
Relationships evolve
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Universalist vs. Particularist orientations
in different countries
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Much of the research into this cultural
dimension comes from USA
Stouffer & Toby Story highlights cultural
differences among countries.
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Universalist vs. Particularist orientations
in different countries : Exercise 1
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You are riding in a car driven by a close friend. He hits a
pedestrian. You know he was going at least 35 miles per hour
in an area where the maximum allowed speed is 20 miles per
hour. There are no witnesses. His lawyer says that if you
testify under oath that he was only driving 20 miles per hour it
may save him from serious consequences.
What right has your friend to expect you to protect him?
1a My friend has a definite right as a friend to expect me to testify to the
lower figure.
1b He has some right as a friend to expect me to testify to the lower figure
1c He has no right as a friend to expect me to testify to the lower figure
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What do you think you would do in view of the obligations of a sworn
witness and the obligations to your friend?
1d Testify that he was going at 20 miles per hour
1e Not testify that he was going 20 miles per hour.
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Universalist vs. Particularist orientations
in different countries : Exercise
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Figure 4.1 shows the result of putting these questions to
variety of nationalities.
North Americans and most north Europeans emerge as almost
universalist in their approach to the problem
Proportion falls to Under 75% for the French & Japanese
In Venezuela 75% would lie to the Police to protect their
friend.
Another Key Difference :
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Universalists’ feel as the seriousness of accident increases, the obligation
to help their friend decreases
Paricularist cultures are more likely to support their friend as the pedestrian
injury increases
Countries with strong universalist cultures try to use the courts to mediate
conflicts.
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Universalist vs. Particularist orientations
in different countries : Exercise 2
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You are a newspaper journalist who writes a weekly review of
new restaurants. A close friend of yours has sunk all her
savings in a new restaurant. You have eaten there and you
really think the restaurant is no good.
What right does your friend have to expect you to go easy on her
restaurant in your review
1a She has definite right as a friend to expect me to go easy on her restaurant
in my review..
1b She has some right as a friend to expect me to do this
1c She has no right as a friend to expect me to do this for her.
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Would you go easy on her restaurant in your review given your
obligations to your readers and your obligation to your friend?
1d Yes
1e No
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Universalist vs. Particularist orientations
in different countries : Exercise 3
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You are a doctor for an insurance company. You examine a
close friend who needs more insurance,. You find he is pretty
good shape, but you are doubtful on one or two minor points
which are difficult to diagnose.
What right does your friend have to expect you to tone down your
doubts in his favor?
1a My friend has a definite right as a friend to expect me to tone downmy
doubts in his favor.
1b He has some right as a friend to expect me to tone down my doubts in his
favor.
1c He has no right as a friend to expect me to tone down my doubts in his
favor.
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Would you help your friend in view of the obligations you feel towards
your insurance company and your friend?
1d Yes
1e No
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Universalism & Particularism
in International Business
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Universalist vs. Particularist Conflict areas in international
business: :
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The Contract
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Timing a business trip
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Universalist Cultures : weighty contracts, implies consent to the
agreement and provide recourse if parties violate contract
Particulaist Cultures : personal relationship important. In such cultures,
strict requirements with penalty clause may reflect lack of trust
Universalist Cultures : North-American, British, Dutch, German business
people get to business talk immediately
Particulaist Cultures : people get suspicious when hurried. It is
necessary to create a sound relational and trustworthy basis that
equates the quality of the product with the quality of personal
relationship.
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Universalism & Particularism
in International Business
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The role of head office
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Job Evaluations and Rewards
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Universalist Cultures : head office hold the keys to global marketing,
global production and global HRM
Particulaist Cultures : Different groups develop their own local
standards. Higher commitment between employer and employee.
Relationships are close and long lasting.
Universalist Cultures : Head office specify systems that all expatriate
managers are required to apply locally. All jobs to be described, all job
occupants should have their performance evaluated against what their
contracts specified they would do.HAY job evaluation system widely
used in American businesses
Particulaist Cultures : More informal and adaptable. People may be
selected informally and intuitively.
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Reconciling
universalism & Particularism
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Chapter 4
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Reconciling
Universalism and Particularism
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Fig. 4.4 shows the beginnings of a vicious cycle.
Universalist approach at best helps us to avoid the
pathologies of particularism taken too far; and particularist
position needs to be taken to avoid the pathologies of
universalism taken too far.
When two are working together – it becomes virtuous circle.
Cross-cultural encounters can synergize and come out on a
level much higher than any of the cultures could achieve of
their own.
Fig. 4.5 shows the vicious circle : dilemmas of two horns
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Reconciling
Universalism and Particularism
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Practical tips for doing business in
universalist and particularist cultures
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Refer to table 1 on pg.48 of the core text for
recognizing the differences between two
approaches
Refer to Table 2 on pg.49 for doing business
with universalist / particularist cultures
Refer to Table 3 on pg.49 for details of when
Managing and being managed
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