CC-TT

The projects are funded with support from the European Commission. This presentation reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Cross Cultural

Teaching Tools@

About the presenter

Thomas Schmalzer is currently working as lecturer, head of the R&D center as well as project manager for large EU funded research projects at the Department of International Management at FH JOANNEUM (University of Applied Sciences) in Graz, Austria. His educational background is economics, where he is currently working on his doctorate at Karl-Franzens University Graz. The R&D Center currently works in a number of EU funded projects with a total volume of over 3,5 mill. EUR.Thomas Schmalzer published on intercultural differences in higher education, regional development, internationalization of SMEs, entrepreneurship, and cross cultural learning.

Tel.: Tel.: +43 (0)316/5453-6811

Fax: Fax: +43 (0)316/5453-9-6811

E-mail: E-mail: thomas.schmalzer@fh-

joanneum.at

Graz: 21 depts. Kapfenberg: 6 depts. Bad Gleichenberg: 4 depts.

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Graz Kapfenberg Bad Gleichenberg

• International Business (5)

• Information, Design & Technologies (12)

• Life, Building, Environment (6)

• Health Sciences (9)

• Courses (2 MSc programs)

FH JOANNEUM University of Applied Sciences

• In 1995 FH JOANNEUM started with four departments and altogether 150 students. Currently about 3.500 students attend the programs which are offered at the three locations in Graz, Kapfenberg und Bad Gleichenberg.

• FH JOANNEUM employs over 375 people in the areas of research, teaching and administration. Another 444 people work for the institution on an independent contractor’s basis.

• Our R&D activities (472 ongoing projects) help to accumulate a knowledge base for the university and society in general which improves not only our own competitive abilities, but also those of Styria as a whole.

• Additionally, the know-how we acquire from R&D projects helps to ensure the high tuition quality in our degree programs. As a university, we support international cooperation in teaching, research, and ongoing education.

FH JOANNEUM University of Applied Sciences

International Learning on the Rise

“Number of degree-seeking students forecast to increase from about 2.1 million in 2003 to approximately 5.8 million

by 2020 …

…with demand for places in English speaking destination countries forecast to rise from about 1 million currently to

about 2.6 million places in 2020”

Source: Bohm et. al., 2004

Students from India go to …

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1998 1999 2000 2001 2002 2003 2004

No

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Germany

United Kingdom

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Source: Compiled by authors, based on data from OECD Statistics: Foreign Students Enrolled

Students from Latin Americago to…

Source: Compiled by authors, based on data from OECD Statistics: Foreign Students Enrolled

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1998 1999 2000 2001 2002 2003 2004

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German speaking EU countries

UK

France

The amount of students going to the USA is excluded from this figure because the high numbers (around 30.000 per Year) don’t fit into the graph. There is no available data about the number of students going to Australia in 1999.

Implications of cross cultural exchange

• Values, attitudes and behaviour vary in different countries. This implies different ways of perceiving and processing information of students on an individual and collective level.

• Many universities in Europe, Asia, Latin America, Australia and the US are confronted with inefficiencies and problems in teaching and effective student learning.

• Any effective intercultural educational setting should therefore strive for the integration of different cultures as well as to develop and implement new and efficient approaches to teaching and learning.

• The growing numbers of student migration underscore the necessity for students, professors, and administrators to prepare for the growing challenge of intercultural exposure in higher education.

3 Projects aiming to…

• … undertake profound research on cross cultural differences in learning and studying

• … publish the results• … create a sustainable and growing community

through establishing a conference series in the field of intercultural communication competence

• … develop practical guidelines and recommendations for students and professors

• …provide a toolbox for cross cultural teaching tools

Partners

• Birla, Institute of Management Technology, Indien

• Indian Institute of Management Ahmedabad, Indien

• Indian Institute of Science Bangalore

• FH Gelsenkirchen, Deutschland

• Kasetsart University, Thailand

• Singapore Management University

• EGADE - Tecnológico de Monterrey, Mexiko

• Euromed Marseille, Frankreich

• Universidad de San Andres, Argentinien

• Universidad del Pacifico, Peru

• Externado de Colombia University, Kolumbien

Products

• Flyer PR Teaser

• Brochure Practical Guidelines

• Websites Include Databases– http://www.communicon.info/

– http://eu-india.fh-joanneum.at

– http://eu-alfa.fh-joanneum.at

• Books, Articles Academic Output

• Toolbox Instruments and tools for cross cultural classroom

Specific Objective

One specific goal was to create teaching tools / methods that enable students exposed to diverse cultures to gain awareness about and deeper insight into cultural differences as well as to ultimately find ways towards a more efficient collaboration through building the essential intercultural communication competence.

„Tell me and I'll forget.

Show me, and I may not remember.

Involve me, and I'll understand.“

Native American Saying

CASE BASED ROLE PLAY

Overview about the Method

LearniLearni

ngng

Role-playRole-play ObservationObservation

CaseCase

DiscussionDiscussion

vs.

Starting PointStarting Point

ResultResult

Roleplay - Methodology

As an interactive approach to teach cross- cultural differences role playing cases engage participants by placing them directly in the story.

The story and thus the case develop and come alive as participants interact with each other. The workshop analyzes the role of culture in communication with people from diverse cultural backgrounds.

Through play and the following discussion, participants gain insight into cultural differences and recognize real life cultural and psychological traits, they learn to identify the major cultural characteristics that influence interactions and decisions.

They benefit by experiencing cross-cultural collaborative environments, also through acquiring a deeper understanding of the case, the involved people, as well as the language used.

The Case

Mellopps Global, a cereals retail company from the US runs a local retail subsidiary, among other countries, in Austria (Europe). Due to unforeseen circumstances the subsidiary can not fulfill the goals within the annual financial plan and incurred significant losses in the last fiscal year.

The reasons for the losses are various, as are the assumptions and opinions within the corporation about causes and responsibilities for this severe crisis of the Austrian subsidiary.

The currrent problems have drawn the attention of the US based headquarter to the Austrian subsidiary. An urgent meeting is called by the CEO of Mellopps Global in order to resolve the problems of the local subsidiary.

Therefore the CEO, CFO, the product manager, and HR-Manager are sent to Austria to solve the problem and bring the subsidiary back on track. A meeting with the local representatives (country manager, marketing & sales manager) come together to discuss open issues and next steps.

Since the company is acting internationally all representatives have different nationalities and cultures. This leads to diverse approaches to solve the problem.

ExampleExample

The Case – The 6 Roles

The roles involved are:1. CEO2. CFO3. HR-Manager 4. Country Manager5. Marketing & Sales Manager6. Product Manager

The company representatives discuss and act the case for a limited duration. During this role-play every company member is observed by several other participants, who take notes.

Additional Information: Mellopps has signed a worldwide merchandising contract with Sky-

wards pictures. One of 10 different figures from their new film Galaxy-wars 4 is included in each package of Mellopps cereals.

The setting looks as follows:

Workshop Setup

CFO

HRCM

PM

M&S

CEO

Supervisors

HR 1MED 1 CM 1 PM 1 M&S 1 CEO 1 CFO 1

HR 2MED 2 CM 2 PM 2 M&S 2 CEO 2 CFO 3

.

.

.

Actors

Observers

Example for a Roledefinition

CEO (Nationality: ???)

Most important for him/her is that a turn-around of the Austrian subsidiary must be achieved by the end of the current financial year. The easiest way to achieve this is to replace the country manager as soon as possible with someone that he/she trusts and collaborates in a better way. Furthermore strict cost cutting plans including lay offs should be implemented due to the upcoming IPO next year.

Galaxy Wars Merchandising: His / her eight year old son is a great fan of the series and likes the figures a lot.

Assumption why the local subsidiary is doing so badly: The country manager does not perform well. Maybe this could also be due to poor selection by the HR Manager.

ExampleExample

Example for a Roledefinition

Country Manager (Nationality: ???)

Most important for him/her is that he keeps his/her current position in the short term. In the long run he/she tries to increase regular growth of turnover and profit, because his/her salary is performance dependent. He/She is indifferent to the means by which these goals are achieved.

Galaxy Wars Merchandising: Since Austria is a neutral and rather pacifist oriented country he/she sees that toys connected to war or violence could negatively impact on the image of the product in the Austrian market.

Assumption why the local subsidiary is doing so badly: He/She feels that the corporate regulations strictly dominate the business activities and leave too little room for local adaptation and marketing of the product.

ExampleExample

Example for a Roledefinition

HR-Manager (Nationality: ???)

Most important for him/her is that people feel well and secure at their work place. He / she thinks that life long learning guarantees the long time success of a company and the people enrolled. Firing employees is never a good solution and by discussing open issues problems can be resolved.

Galaxy Wars Merchandising: He/She does not think that a complementary product will increase the incentive to buy cereals.

Assumption why the local subsidiary is doing so badly: Miscommunication and insufficient continual education plan within the local subsidiary.

ExampleExample

To Do‘s for actually implementing this in class

• Environment:– Which Case Study?– Mode of Moderation?– Seating Arrangement?– Time?– Presentations &

Feedback?– Observers?

• Role Definition:– People involved /

nationalities ?– Central Theme ?– Story / Case ?– Number of Roles ?– Description of roles ?– Additional Information ?

• Observation (Feedback form):– Negotiation– Conflict Resolution– Group Differences– Strategy– Measures

• Presentation and Discussion:– Short presentations of the roles – Report the experiences of the

roleplay– Auditorium and observers are

invited to add their feedback– Feedback templates important

Case-Based Role Play

Questions?

Kontakt

Thanks for your attention!

CULTURAL ELEVATOR

Mix of Methods

• Cases Practical examples

• Roleplay Experience (semi-)real situations

• Simulations Awareness- and skillbuilding

• Discussions Experience and knowledge sharing

• Group Work Interaction and collaboration

• Elevator Pitch Getting your message across

What is an Elevator Pitch?

An elevator pitch is an overview of an idea, product, service, project, person, or other thing and is designed to just get a conversation started.

Cultural Elevator - Rationale

• Deliver an important message

• Avoid cross cultural misunderstandings

• Reach your goal

• Act intuitively in a stress-situation

• But still do a good job…

• … in a cross cultural environment you are not used to

Cultural Elevator -The Method

„Cultural Elevator“ – Situation I

Two years ago, you started to run a company, producing self cooling aluminum cans. Since the productions costs are rather high, it is only applicable for drinks (alcoholic, and non-alcoholic) in a higher price range and not for cheap soft drinks such as Ice Tea, Coke or Dr. Pepper. The can can only be used once and there is no technology developed yet that allows a refill. Your market research shows that in

a) Asia b) United States c) Europe

people seem to appreciate chilled drinks, people there are willing to spend more money if drinks are immediately chilled even if it is hot outside and that in summer it can be very hot, you think of introducing this product in

a) Asia b) United States c) Europe

„Cultural Elevator“ – Situation II

You also heard that these preferences are hardly influenced by the income level and in general people like this kind of drinks. Your technology is unique and you were able to receive a worldwide valid patent for it. But the time is limited and you have to take the next steps rather early before other competitors adapt the technology and enter new markets. For this you will have to decide whether to produce centrally and ship to all your markets or whether you produce cans locally through subsidiaries, franchises, joint ventures etc. To enter new markets you need seed financing of approx. 1 Mill. USD.

Now it is up to you to sell your idea to potential investors from

a) Asia b) United States c) Europe

1. What’s the idea? / What is your product or service? 2. What’s the status of the idea or business? 3. What market or markets does the business address and are there any

testimonials or customer feedback? 4. Why do you believe you have the advantage in the marketplace

relative to the market needs? 5. What’s the competition in the marketplace and what is your

competitive advantage?6. What’s the revenue model (such as “e-commerce,” or “wholesale”)? 7. Who’s the team that's going to make the business succeed? / Who is

behind the company? 8. What’s the longer term vision, the “end-game,” for the business and

the projected return on investment for investors? (some examples are: "the business will distribute big profits to investors from cash flow by year X", or "the business will be acquired by another company for $XYZ")

9. What’s the total funding required to execute the business plan? 10.What amount of financing are you seeking initially and what are the

terms of investment?

How to prepare an elevator pitch?

Instructions for Students

Prepare a 2 minute presentation for potential investors from the respective environments by taking into account the following characteristics of your counter part.

1. Country culture – where is he/she coming from?2. Business behavior – what are the negotiation rules?3. Risk / Uncertainty avoidance – how to get the money?4. Power Distance – is your discussion partner equal or

superior?5. Future Orientation – do investors have a rather long term or

short term approach?

Also take into account your own presentation style!

In-Class Discussion

1. What are common aspects when it comes to presentations for the potential investors in different parts of the world?

2. What makes the presentations different and in what way?

3. What are differences in respect to the product?

4. What are the differences in the business environment?

Example Teachers Manual for Debriefing

Intercultural Aspects USA Singapore Austria

Presentation Content

Participative Leadership (flat management hierarchies) in the proposed company somewhat positive ambivalent somewhat positive

Value of the product for society not important very important not important

Outlining potential risks in the planambivalent due to lower uncertainty avoidance

important to convince about security of investment

ambivalent due to lower uncertainty avoidance

Production MethodLocal production in the US is preferred by customers ambivalent

nobody cares where the product comes from

Single Use product Ambivalentmultiple use products are preferred

recycling is in, single use is out

Alcohol Ambivalent rather restrictive no problem with that

Intellectual Property / Patent

Important to mention in presentation as legislation is strictly enforced

less important for Asian markets as tech will be copied soon

Important to mention in presentation as legislation is strictly enforced

Presentation Style

Direct presentation approach Positive might feel offended ambivalent

Formal presentation approach ambivalentpositive due to higher power distance ambivalent

Trying to sell via personal approach or product approach

focus on product approach

focus on personal approach

focus on personal approach

selection

Questions?

Cultural Elevator

Concluding Remarks

As interactive approaches to teach cross - cultural differences, case based role playing cases or the “cultural elevator” engage participants by placing them directly in the story.

The story and thus the case develop and come alive as participants interact with each other. The workshop analyzes the role of culture in communication with people from diverse cultural backgrounds.

Through play and the following discussion, participants gain insight into cultural differences and recognize real life cultural and psychological traits, they learn to identify the major cultural characteristics that influence interactions and decisions.

They benefit by experiencing cross-cultural collaborative environments, also through acquiring a deeper understanding of the case, the involved people, as well as the language used.