THE CULTURE MAP - GEO · 2018-01-13 · Multi-cultural teams need low context processes. When...

THE CULTURE MAP:Breaking Through the Invisible Boundaries of Global Business

Erin Meyer ErinMeyerInsead erin.meyer@insead.edu www.erinmeyer.com

COMMUNICATINGLOW CONTEXT HIGH CONTEXT

TRUSTINGTASK BASED RELATIONSHIP BASED

PERSUADING

SCHEDULINGLINEAR TIME FLEXIBLE TIME

DISAGREEINGCONFRONTATIONAL AVOIDS CONFRONTATION

EVALUATINGDIRECT INDIRECT

DECIDINGCONSENSUAL TOP DOWN

LEADINGEGALITARIAN HIERARCHICAL

PRINCIPLES FIRST APPLICATIONS FIRST

PERSUADING

DIRECT INDIRECT

AustraliaGM Germany AU

CAPRINCIPLES FIRST

EVALUATING

PERSUADING

EVALUATINGDIRECT INDIRECT

MexicoFR France MX

FR APPLICATIONSIRSTPRINCIPLES FIRST

EXTREME A EXTREME B

Ireland Spain

DIRECT NEGATIVE FEEDBACK INDIRECT NEGATIVE FEEDBACK

Danish Range

Thai Range

US Range

UK France India

LINEAR TIME FLEXIBLE TIMESCHEDULING

Germany UK France India

LINEAR TIME FLEXIBLE TIMESCHEDULING

LOW CONTEXT HIGH CONTEXTCOMMUNICATING

ExplicitSimpleClear

ImplicitLayered

Nuanced

US Netherlands Denmark UK Poland Italy France India Saudi KoreaAustralia Germany Swiss Belgium Brazil Spain Russia Zimbabwe Thai JapanCanada Ireland Sweden Mexico Romania Kenya China

Finland Norway Peru Turkey Indonesia

ExplicitSimpleClear

ImplicitLayered

Nuanced

ExplicitSimpleClear

ImplicitLayered

Nuanced

ExplicitSimpleClear

ImplicitLayered

Nuanced

Communicating discussions

Historically what would have led the US to be the lowest context culture in the world and Japan the highest?

ExplicitSimpleClear

ImplicitLayeredNuanced

Poll: Is miscommunication most likely between:

A) A Low Context Culture and another Low Context CultureB) A Low Context Culture and a High Context CultureC) A High Context Culture and another High Context Culture

Communicating conclusions

Multi-cultural teams need low context processes.

When working with low context cultures be as explicit as possible. Put it in writing. Repeat key points.

When working with high context cultures repeat yourself less, ask clarifying questions often and work on increasing your ability to “read the air”.

Russia Denmark Spain Italy USA UK Brazil Turkey Zimbabwe JapanGermany France Swiss Belgium Canada India China Korea Thailand

Netherlands Poland Norway Sweden Ireland Mexico Singapore Saudi IndonesiaIsrael Finland Australia Peru Egypt Kenya

Up-graders:

Definitely

Certainly

Clearly

In Fact

Down-graders:

Sort of

Kind of

Pretty Much

I Guess

High Context, Indirect Communication

It looks like we’re going to have to keep the production line running on Saturday

I see.

Can you come on Saturday?

Yes, I think so.

That’ll be a great help.

Yes, Saturday is a special day.

How do you mean?

It’s my son’s birthday.

How nice I hope you all enjoy it.

Thank you. I appreciate your understanding.

Mr. Kim Mr. Jones

LOW CONTEXT HIGH CONTEXT

NetherlandsGermany

Spain France Russia

Russia France Spain

We had 2 weeks of meetings in China to explore a JV. We had difficulty getting the information we needed. We felt our Chinese counterparts were not willing to cooperate.After the first week we discussed our frustrations with our Chinese consultant. The consultant told us our approach was wrong. We were going too fast. We argued back that we had been very detailed, open, and patient. The consultant said “It is not a problem of how you are approaching them from a business perspective but of the relationship perspective. You are not going to get what you want unless you develop “Guanxi” with them.”

Discussion question:What does the Chinese consultant mean?What steps do you suggest the German team take to improve their chances of success?

We then took the consultants advice and decided to invite the Chinese counterparts for a dinner over the weekend with the presence of various hierarchical levels from their organization. It was an excellent dinner during which we had time to socialize. We toasted several times in sign of our respect for them. In addition we emphasized how glad we were to be there with them and to begin a long term relationship.We re-started the meetings the following Monday and the Chinese willingness to cooperate had changed completely. They were now very enthusiastic and we began to work well as a team. We were then able to satisfactorily accomplish our work week two.

TASK-BASED RELATIONSHIP-BASEDTRUSTING

US Netherlands UK Switzerland Belgium France Japan Egypt Kenya… Germany Australia Poland Spain Russia Peru China Thailand

Canada Denmark Sweden Ireland Italy Mexico Brazil Korea ZimbabweNorway Finland Singapore Turkey India Saudi

Trusting conclusions

When working with relationship-based cultures:

When working with task-based cultures:

• Get down to business. Try shorter lunches, less non-work related talk• Or explain why you want to invest the time – (“in order for me to work with someone well I need to spend

time to know them. In Brazil we do this by. . .”).

• Invest significantly more time building relationships when working globally.• Practice exposing yourself more than you are used to and working on blending your personal self with

your professional self. • Use more non-work talk to pad your emails and telephone calls.

HIGH COMFORT WITH SILENCE LOW COMFORT WITH SILENCE

Japan Thailand China Poland Germany Israel Spain France UK

Indonesia Finland Russia Sweden Belgium Mexico Netherlands Italy US

Korea Zimbabwe Norway Denmark India Australia Ireland

Country Mapping: http://erinmeyer.com/product/7-days-free/

Password code: ROME2017

Personal Assessment: www.erinmeyer.com/tools

THE CULTURE MAP - GEO · 2018-01-13 · Multi-cultural teams need low context processes. When...

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