exploring emerging latin markets - implications for gemans using spain as a springboard country
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Exploring Latin AmericaImplications for German Companies using Spain as a Springboard CountryOfiar Murwanti | Rohit Prabhudesai | Ang Boon Chuan | Eka Prawijaya
AgendaIntroduction to Research Topic
Can Spain be a Springboard Countryfor German companies entering Latin America?
?(Koeppen 2012; Pavoncello 2011)
?(Winiecki 2012)Cultural adaptation issues
(Ewing and Bajaj 2011; Parnell 2002; Rygl 2012; Selmer 2001, Selmer 2005, Zimmermann, Holman and Sparrow 2003)
Eurozone tiesCultural proximityGrowing influence
Opportunities in Latin America
(Long 2013; Molinski 2013)
Need for Springboard Country
(Penny 2013; Pla-Barber and Kamps 2012)
Hofstede Model of National Culture(Hofstede 1980)Global Leadership and Organizational Behaviour Effectiveness (GLOBE) Study(Javidan, et al. 2005)
Lewis Model of Cross-Cultural Communication(Lewis 2013)Discourse orientedListening orientedInformation oriented
Formulae to compute Hofstede dimensions
(Gelman 2007; Kish 1990)
Data ValidationBased on 3 countries with close values in 4 cultural dimensionsCompare against descriptors in GLOBE Study and Lewis ModelDescriptions converged across all models
Findings and Analysis
(Antshel 2002; Cullar, Arnold and Gonzalez 1995; Delgado 1994; Gupta, Hanges and Dorfman 2002; Johanson and Vahlne 2009;Lenartowicz and Johnson 2003; Soyez 2012; Varela, Salgado and Lasio 2010)
LegendCultural leapCultural bridgeCultural equality
Organization Report Structure
Decentralized channel of communicationLatin-centric communication of corporate objectivesBetter local receptivenessEnhanced relational day-to-day liaisonRisk of miscommunication
PioneerIntelligenceTraderDefenderRoles of Country Manager
Intercultural training minimizes expatriate failure(Domsch and Lichtenberger 1991; Osman-Gani and Rockstuhl 2009; Qin and Baruch 2010; Waxin and Panaccio 2005)Little effect on German expatriates(Puck, Kittler and Wright 2008)Expatriation
Limited individual feedback to avoid conflictWorking group communication and dialogue
(Behrens 2010; Martinez 2005)Social integration incollectivist and egalitarian society
Building local association, teamwork, social identity and communitarianism(Hglund and Sundberg 2008; Jarvie 2003; Moss 2009; Perks 2007; Schlter 2000; Stevenson and Alaug 1997; Tonts 2005)Cerveza SportsDance
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