cross-cultural communications david mcarthur assistant professor of international business and...
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Cross-cultural communications
David McArthurAssistant Professor of International
Business and Strategic ManagementUtah Valley State College
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Experiences with other cultures
Describe the heart of an experience that struck you as strange or difficult in dealing with people or systems across cultures.
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(Sony computer haiku)Sony has announced its own computer operating system
now available on its hot new portable PC called the Vaio. Instead of producing the cryptic error messages characteristic of Microsoft’s Windows 95, 3.1, and DOS operating systems, Sony’s chairman Asai Tawara said, "We intend to capture the high ground by putting a human, Japanese face on what has been until now—an operating system that reflects Western cultural hegemony. For example, we have replaced the impersonal and unhelpful Microsoft error messages with our own Japanese haiku poetry." The chairman went on to give examples of Sony’s new error messages:
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Universalism v. Particularism
• Universalism– Rules, codes, laws,
and generalizations that define what should happen
• Particularism– Exceptions,
circumstances, relations that modify or define what should happen
Both views of governing relationships use the rules, but they approach the problem of what governs our decisions in dealing with it.
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How does these dimensions manifest themselves?
• In business…
• In law…
• In families…
• In school…
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Why is North American culture universalist?
• The earliest settlers of New England were Calvinists or were influenced by Calvin’s teachings
• They were dissenters from England’s state church
• The energy and vigor (the success) of the American expansion have “steamrolled” many other cultures
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Advantages to universalism
• Values equality of treatment
• Makes opportunities available on the same basis to all
• “No one is above the law”
• Allows large diversity of means
• Economies of scale
• Celebrates science & technology
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Disadvantages of universalism
• Simplistic application of laws stifles other views and ideas
• Objectifies aesthetics such as beauty and character
• Assumes linearity as a fundamental characteristic
• Opportunistic application of laws
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Advantages of particularism
• Higher rates of some types of creativity
• Customization is valued• Develops supportive markets for
higher quality goods• Gives expression to personal zeniths• Closer to nature• May be more vital
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Disadvantages of particularism
• Mystical or obscurantist v. rational or scientific
• May justify avariciousness • Is in-group oriented:
– Secret, conspiratorial, racist– Prone to favoritism, special privileges– In-group stresses have few outlets
(violence)
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Universalist-Particularist continua
Scientific management
Mass production
Formal authority
hierarchies
Building core competencies
human relations school
Customization
informal trust networks
getting close to the customer