CAN THERE BE A GLOBAL CULTURE?
CAN THERE BE A GLOBAL CULTURE?
There is no universally satisfactory definition of the domain of
a culture. Basing on literature, discuss pragmatic approaches
global companies can employ in intensifying their understanding of
foreign markets.NADIAH AZHARUDDIN . 2013125677
* Surah Al-Hujrat, verse 13
* Surah Al-Room, verse 22
The Quran, marks the diversity in men and cultures and the need
for knowledge.
The diversity of the cultural expressions found in one single
culture reflects the binding spirit and unifying soul behind them
and the unity behind the multiplicity.
As explained in a paper on Culture & Learning in Islam
published by UNESCO, a civilization cannot be without culture, and
culture cannot be without knowledge.
Knowledge is the only wealth which is undiminished by
sharing.
With the process of globalization and increasing global trade,
it is unavoidable for cultures to meet, conflict and blend
together.
Communication is difficult due to language barriers and cultural
differences.
More difficult to do business in foreign country
Expansion planning is a must as companies are required to have
an in-depth knowledge of existing market channels and suppliers, of
consumer preferences and current purchase behavior, and of domestic
rules and regulations.
CULTURAL DIVERSITYCultural diversity means not only diversity of
customs, folklore, language or cultural expressions, but diversity
of economic cultures, political cultures, social cultures,
scientific cultures, educational cultures, ecological cultures, etc
(Coll, 2001)
THE IMPORTANCE OF CULTURAL DIVERSITYExpresses a profound respect
for what persons and communities really are, and not so much an
unhealthy obsession for what people think they should be.
To accept cultural diversity is not an act of tolerance towards
the other, but a recognition of this others (personal and
communitarian) as a full reality, contradictory (like ourselves),
the bearer of wisdom, knowledge and practices (Ihsanoglu,
2003).
GLOBALIZATION & CULTUREObservers of globalization are
increasingly recognizing that globalization is having a significant
impact on matters such as local cultures, matters which are less
tangible and hard to quantify, but often fraught with intense
emotion and controversy.
Cultural issues are more subtle and sensitive, and often more
confusing.
THE INFLUENCE OF WESTERN CULTURESOne of the main concerns: Not
only it leads to a homogenization of world culture, but also that
it largely represents the "Americanization" of world cultures
(Wang, 2007).
Example: American Fast Food flooding France, threatening their
appreciations towards their own local cuisineStarbucks affecting
Italys coffee cultureMcDonalds influencing local habits and
lifestyle
INTEGRATION OF CULTURESA point to ponder is that although the
United States may play a dominant role within the phenomenon of
cultural globalization, every other countries contribute to global
culture too.
GLOBALIZATION CAUSES REAFFIRMATION OF LOCAL
CULTURESGlobalization can also reinforce local culturesExample:
India Satellite TV
Global companies have to take into account the culture of all
the countries where they conduct operations or sell products. MAHB:
Have we done enough? (e.g. Kazakhstan & Maldives events)
The homogenizing effect of globalization on national cultures:
produce a reaction among indigenous peoples whose cultures are
threatened, desires to reaffirm their own local traditions (Barber,
1992).
INTERESTING CURRENT CULTURAL ISSUES ON GLOBALIZATIONWestern
Values & IslamGlobalization is accelerating some peoples
concerns about the infusions of Western values in Islamic
countries. Italy: Passes new anti-mosque law no new mosques in
Milan, tight monitoring of current mosques & no praying on the
streets/park etc.
Protecting languagesFrance: In 2013 a debate was ignited online
when the government decided to replace the word hashtag which is
used frequently in Twitter and other social media, with the Gallic
word mot-dise (McPartland, 2013).Canadas French speaking province
of Quebec, provincial regulations stipulate that any sign
containing English posted by a business must also post the same
text in French in letters at least twice the size of the English
text. Obliging immigrants to receive their college educations in
French, and requirements that large-sized businesses conduct all
their transactions in French.Chinese scholars have also called for
the removal of English words from a prominent Chinese dictionary,
which includes 239 such words (Language purity row, 2012).
UNDERSTANDING WORKPLACE VALUES AROUND THE WORLDPeople of
different cultures find themselves working together and
communicating more and more, due to changes in technology.Exciting
but frustrating.
How can we close the gaps of cultural differences? Are we
relegated to learning from our mistakes, or are there generalized
guidelines to follow?
Prof. Geert Hofstede conducted perhaps the most comprehensive
study of how values in the workplace are influenced by culture.
He analyzed a large data base of employee values scores
collected by IBM (HERMES)1967 1973 from more than 40 countries.
The 5th & 6th dimension: Long-term orientation &
Indulgence was added later.
HOFSTEDES CULTURAL DIMENSIONS
POWER DISTANCEExampleA company from Austria (low power distance)
is considering entering the Mexican (high power distance)
market.
Communication tips for the Austrian manager: Give clear and
explicit directions to those working with him Deadlines should be
highlighted and stressedDo not expect subordinates to take
initiativeBe more authoritarian in his management styleShow respect
and deference to those higher up the ladder
UNCERTAINTY AVOIDANCEExampleA company from France (high
uncertainty avoidance) is considering investing in Denmark (low
uncertainty avoidance)
Communication tips for the French manager: Try to be more
flexible or open in his approach to new ideas than he may be used
toBe prepared to push through agreed plans quickly as they would be
expected to be realized as soon as possibleAllow employees the
autonomy and space to execute their tasks on their own; only
guidelines and resources will be expected of him
INDIVIDUALISMExampleA company from UK (high individualism) is
considering investing in Turkey (low individualism)
Communication tips for the UK manager: Note that individuals
have a strong sense of responsibility for their family Remember
that praise should be directed to a team rather than
individualsUnderstand that promotions depend upon seniority and
experienceBe aware that the decision making process will be rather
slow, as many members across the hierarchy need to be consulted
MASCULINITYExampleA company from Denmark (low masculinity) is
considering investing in Japan (high masculinity)
Communication tips for the Danish manager : Be aware that people
will discuss business anytime, even at social gatheringsAvoid
asking personal questions in business situationsTake into account
that people are not interested in developing closer
friendshipsCommunicate directly, unemotionally and conciselyIn
order to assess others use professional identity, not family or
contacts
LONG-TERM ORIENTATIONLong- term orientation A basic orientation
towards time that values patience
LONG-TERM ORIENTATIONAccording to Hofstede, the long-term
orientation pole (best illustrated by China, Japan and South Korea)
is associated with an emphasis on hierarchy rather than equality, a
pursuit of general (collective) rather than individual interests,
persistence or perseverance, ethical relativism, personal
adaptability, thrift, and a sense of shame (accompanying a loss of
face).
In long term oriented cultures, employees wish a long
relationship with the company and they consider that time is needed
to achieve business results.
People from short term oriented cultures (such as Finland,
France, the UK, Germany, Pakistan; Canada, the US) need quick
results. It is important for them to maintain personal stability
and happiness in the present.
INDULGENCEIndulgent cultures will tend to focus more on
individual happiness and well being, leisure time is more important
and there is greater freedom and personal control. This is in
contrast with restrained cultures where positive emotions are less
freely expressed and happiness, freedom and leisure are not given
the same importance.
In the workplace, indulgent cultures place more importance on
freedom of speech and personal control while in restrained cultures
there is a greater sense of helplessness about personal
destiny.
WHAT DO PEOPLE VALUE IN WORK?
EMPLOYEES LEADERS RELATIONSHIPS
LEADERSHIP STYLES
*PD = POWER DISTANCE, UA = UNCERTAINTY AVOIDANCE
FOSTERING CULTURAL DIVERSITYEven though Frank Lechner, Associate
Professor of Sociology at Emory University, acknowledges a number
of reasons to think that globalisation could subvert cultural
diversity, he points out a number of good reasons to think that
such diversity can be fostered by the same process. He cites
pluralisation, differentiation, contestation, glocalisation and
institutionalisation as processes that actually foster cultural
diversity (Lechner et al., 2006)
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CONCLUSIONAgainst this backdrop the seemingly unstoppable and
ever accelerating cultural homogenization around the world brought
by globalization, is probably a good thing even if it means the
loss of cultural diversity: it increases our sense of togetherness
via the sense of a shared culture.
In fact, breaking down of cultural barriers unfashionable as
this can sound is probably one of the few things that societies can
do to increase harmony among ever more heterogeneous peoples.
CONCLUSIONBut of course, no society is homogenous, and there
will be deviations from the norms found.By understanding cultural
differences through Hofstedes 5 cultural dimensions, global
companies may largely eliminate the problem of differences in
company culture by knowing the correct approach to use in different
cultures.Therefore, globalization provides the opportunities for
the people to understand other cultures and differences, foster
diversity and introduces the opportunity to build unity within
diversity.
Surah Ali-Imran, verse 3
REFERENCEColl, A. N. (2001). Intercultural Cultural Diversity In
The Era Of Globalisation. Ihsanoglu, E. (2003). Culture And
Learning In Islam. 5. The Different Aspects Of Islamic CultureWang,
Y. (2007). Globalization Enhances Cultural Identity. Intercultural
Communication Studies, 1(XVI). Barber, B.R. (1992) Jihad vs.
McWorld. The Atlantic Monthly. Lechner Frank. (2006). Glozalization
issues, Emory University
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