COEUR - BCM
Business Creativity Module
“Intercultural Competencies in Europe”
Andrew Turnbull, Module Coordinator
Outcomes
•
Understanding ‘culture’
•
Creating awareness of cultural
differences
•
Developing intercultural competencies
Intercultural Competencies in Europe
2.3
Cultural diversity as
facilitator of change
Entrepreneurship Orientations
Global
Entrepreneurship
Following the idea
of global
standardisation,
taking US
experiences as core
benchmark.
Local
Entrepreneurship
EuroPreneurship
AfroPreneurship
SinoPreneurship
Following the idea
of the transnational
enterprise, adapting
strongly to local
conditions.
Intercultural Competencies in Europe
National
Entrepreneurship Cultures
Differences become evident in:
• Traditional political and societal stereotypes of
institutional coordination
• Business and leadership
mentalities
• Attitudes, behavioural norms
• Natural and cultural specialities
Intercultural Competencies in Europe
National Stereotypes and
Intercultural Management
• F
- centralistic, hierarchical, belief in
elites, democratic, easy-living,
emotional...
• GB - polite, reserved, fair play, nations
within a nation, each different,
traditional, class orientated…
• D
- formal, risk-averse, punctual,
precise to pedantic, bureaucratic...
Intercultural Competencies in Europe
NORTH
Thinking
Professional Manager
Rationalism
WEST
Sensing
Experiential Manager
Pragmatism
EAST
Intuiting
Developmental Manager
Wholism
SOUTH
Feeling
Convivial Manager
Humanism
Fig. 1 – European comprehensiveness (adpated from
Lessem and Neubauer (1994), p.p. 268, 274
Intercultural Competencies in Europe
Managerial Experiences (2001)
Sir Chris Gent (Vodafone) vs.
Rupert Esser (Mannesmann)
• always very diplomatic and indefinite – no “yes” or “no”
open to interpretation and misunderstanding
• strong common code of communication and formalised
behaviour
tonality, questions, ideas are more important than explicit
orders
• Short and friendly business-communication vs. ‘serious’
negotiations
the principle of understatement vs. the proof of expertise
Intercultural Competencies in Europe
European Entrepreneurship!
„A very difficult subject, since from my experience, the similarities,
notably in Northern Europe, are now so much greater than the
differences. Particularly true as regards the entrepreneurs
themselves...
The major differences apply to the systems in which individuals
work - fiscal, financial, industrial and educational - only on this
level is it valid to talk about differences.
There is a "common European spirit of entrepreneurism“ developing.
National "systems" however, tend to frustrate this to the extent that,
for example, there is not an enlightened taxation policy regarding
share option operations, or an education system which puts weight
on commercial as well as technical instruction at secondary and
tertiary levels.“
(Weaver, John., Central Research Laboratories Ltd, e-mail-Antwort an den Verfasser: jweaver@crl.co.uk
June 2000)
Intercultural Competencies in Europe
The Macro Environment
Entrepreneurial behaviour is embedded in specific
surroundings from which it can‘t be separated. Differences
are based on macro-environmental factors:
• Business and financial constitution, IPR, labour legislation...
• Development and utilisation of technologies, intensity and
transfer of research, education levels, propensity to
innovate...
• Population structures/demographics, attitudes, societal
values...
• Economic situation and perspective, degree of global
integration, international competitiveness, language issues...
• Availability of resources: natural, human, communication,
technology, logistics, service...
Intercultural Competencies in Europe
EuroPreneurship!
„Europe‘s New Economy“
Charles Leadbeater,
Centre for European Reform, discovered a basis for the
formation of a new common European Business-Culture at
high-tech enterprises :
„Encouragingly, a new business generation is emerging in Europe, with
shared aspirations, values and outlooks. The common features among
Europe's 20 and 30-something entrepreneurs are far more striking than the
differences. They tend to create businesses with similar characteristics
although they do so in quite different local circumstances and regulatory
regimes. This new generation generally speaks English, runs nonunionised companies with flat management structures that are international
in outlook, and raises finance through venture capital rather than bank
lending.“
(www.cer.org.uk/articles/n_9_4.html, 26.6.2000,)
Intercultural Competencies in Europe
Understanding Culture
• What is it and what is it not?
• Learning from the experts
– Edward Hall
– Geert Hofstede
Intercultural Competencies in Europe
Culture is....
(1) ..a shared system of meanings, which
are
(2) ..relative
Specific to
Inherited
individuals Personality and learned
(3) ..learned
(4) ..about groups Specific to
Learned
Culture
groups
Universal
Human nature
Biological
Intercultural Competencies in Europe
Culture is not....
(1) ..right or wrong
(2) ..inherited
(3) ..about individual behaviour
Intercultural Competencies in Europe
Winter 2008/09
Intercultural Competencies in Europe
Local Adaptation
The world is not
homogeneous.
Different cultures
manifest in colours,
scripture, habits and
more.
Successful
transnational branding
adapts to peculiarities
while maintaining the
structural elements
and character of the
brand.
Ronald McDonald
Learning from the experts..
Edward T. Hall *16.05.1914, USA
- ‚The Silent Language‘ (1959)
- 2 Dimensions:
‚High context‘ vs. ‚low context‘
‚Timeorientation‘
Intercultural Competencies in Europe
Do you understand your culture?
1.
a)
b)
2.
a)
b)
Do you usually pick up the body language of others
and know intuitively if something is bothering them?
No
Yes
When deciding on a person to promote in your
department, you face the problem of choosing
between two equally qualified individuals, one of whom
is your cousin. What do you do?
Choose the applicant who is not your cousin
Choose your cousin
Intercultural Competencies in Europe
Do you understand your culture?
1.
a)
b)
2.
a)
b)
3.
a)
b)
You are on vacation. The mass transit train arrives late
and the platform is quite crowded. What do you do?
Push forward
Wait patiently to board
Are you comfortable doing multiple tasks at the same
time?
No
Yes
Are your business colleagues and the group you
socialise with usually similar?
No
Yes
Intercultural Competencies in Europe
Learning from the experts..
Geert Hofstede, *2.10.1928, Netherlands
- ‚Cultures Consequences‘(1980)
- 4 Dimenions:
Power Distance
Individualism
Uncertainty Avoidance
Masculinity
Intercultural Competencies in Europe
The culture onion
Intercultural Competencies in Europe
The 4 Dimensions....
1) Power distance:
Extent to which the less powerful members of
organisations and institutions accept and expect
that power is distributed unequally
2) Individualism vs. Collectivism:
Extent to which people are expected to stand up
for themselves and to choose their own
affiliations, or alternatively act predominantly as
a member of a life-long group or organisation
Intercultural Competencies in Europe
The 4 Dimensions....
3) Masculinity vs. Femininity:
Refers to the value placed on traditionally
male or female values
4) Uncertainty Avoidance:
Extent to which members of a society
attempt to cope with anxiety by minimizing
uncertainty
Intercultural Competencies in Europe
The 5th Dimension...
5) Long v. Short Term Orientation
• Long term orientation characteristics
- persistence
- ordering relationships by status and observing
this order
- having a sense of shame
• Short term orientation characteristics
- personal steadiness and stability
- protecting your ‘face’
- respect or tradition
Intercultural Competencies in Europe
Index of the 4 Dimensions
...especially in BCM Countries
Country
PowerDistance Individualism Masculinity UncertaintyAvoidance
China
80
20
66
40
France
68
71
43
86
Poland
68
60
64
93
Portugal
63
27
31
104
Czech Republic 57
58
57
74
35
67
66
65
United Kingdom 35
89
66
35
31
71
5
29
Germany
Sweden
Source: Adapted from Hofstede
Intercultural Competencies in Europe
Implications for
working styles of a society ?
Collectivism-oriented
Individualism-oriented
Social recognition...
Individual careers...
...
...
Uncertainty avoidance high
Uncertainty avoidance low
Work place guarantees
Low social security
...
...
Power Distance high
Power Distance low
Low risk of strike..
High risk of strike..
....
...
Masculine Culture
Feminine Culture
Status symbols
Distinct social benefits
...
...
Intercultural Competencies in Europe
Practical Applications for
International Teamwork?
- People from different cultures are not just
from different parts of the world - their way
of perceiving the world is different!
- Hofstede‘s research creates awareness of
these differences so that we can be more
effective when interacting with other
cultures.
- Considering this concept can reduce
frustration and misunderstandings
Intercultural Competencies in Europe
Globe Smart
Is Matthias a typical German?
UK and Matthias
Living in China?
2.3
Cultural diversity as
facilitator of change
A Single Europe ?
Intercultural Competencies in Europe
2.3
Cultural diversity as
facilitator of change
A Single Europe ?
Our Vision
Heaven
•
•
•
•
•
Hell
European diversity
French cooks
• British cooks
is fostering
creativity
British
police
• German police
German
engineers and
in business
society
• French
engineers
Swiss organizers
• Italian organizers
to
support
sustainable
Italian lovers
• Swiss lovers
future development!
Intercultural Competencies in Europe
Conclusion
• Learn as much as
possible about
cultures
• Learn from the
experts – but form
your own opinion!
• Avoid stereotypes!
Good luck!
Intercultural Competencies in Europe
Literature
• Hall, E.(1990): The silent language, New York
• Hoecklin, L.(1995): Managing Cultural Differences: Stratgies for
Competitive Advantage, Wokingham et. Al.
• Hofstede, G.(1987): Culture‘s Consequences: International
Differences in work-related values, Beverly Hills u.a.
• Pinxten, R./Cornelis, M./Rubinstein, R.(2007): European Identity:
Diversity in Union. In: International Journal of Public Administration,
Vol. 30 Issue 6/7, p. 687-698
• Reynolds, S./Valtentine, D.(2004): Guide to Cross-Cultural
Communication, New Jersey
• Thiagarajan, S./Steinwachs, B.(1990): Barnga: A Simulation Game
on Cultural Clashes, London
Intercultural Competencies in Europe