Seeing The Forest, Not The Trees
• International businesspeople, who face the challenge of managing and motivating employees with different cultural backgrounds, need to understand these cultural elements if they are to be effective managers.
Hall’s Low-Context–High-Context
Approach
• In
a low-context culture, the words used by the speaker explicitly convey the
speaker’s message to the listener (see Figure 4.2).
• In
a high-context culture, the context in which a conversation occurs is just as
important as the words that are actually spoken, and cultural clues are
important in understanding what is being communicated.
• Low-context
cultures place more importance on the specific terms of a transaction.
• Table
4.2 provides additional
• information
about differences in negotiating styles across cultures.
Figure 4.2
High- and Low-context Cultures
Source: from Edward T.Hall, “How Cultures Collide,
Psychology Today, July 1976, pp. Reprinted with
Permission from Psychology Today magazine.
Copy right ©1976.
The Cultural Cluster Approach
• The
cultural cluster approach is another technique for classifying and making sense
of national cultures.
• Map
4.4 shows the eight country clusters developed by one such team of researchers,Ronen
and Shenkar.
• Cultural
clustercomprises countries that share many cultural similarities, although
differences do remain.
• Closeness
of culture may affect the form that firms use to enter foreign markets.
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