Cross-Cultural Communication for Bc

8/3/2019 Cross-Cultural Communication for Bc

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CROSS-CULTURALCOMMUNICATION

Presented By: Pulkit Mohun

Abhinav Sharma

Indu Bansal

Abhinav Banerjee


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Topic overview

What is Culture?

Good Cross-Cultural

Communicators High-Context Cultures

Low-Context Cultures


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Definition Of culture

There are over 100 definitions ofculture.

The following definitions ofculture are tied together by an

understanding that: culture is learned culture is shared cultural experiences vary within a

cultural group

culture changes continuously every exchange with others is

intercultural.

Culture permeates everythingwe think, say, do and are.


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What is Cross-cultural

communication ?

Cross-cultural may refer to

cross-cultural studies, a comparative tendency in various fields ofcultural analysis.

cross-cultural communication, a field of study that looks at how peoplefrom differing cultural backgrounds communicate.

any of various forms of interactivity between members of disparatecultural groups (see also cross-culturalcommunication, interculturalism, intercultural

relations, hybridity, cosmopolitanism,transculturation).

the discourse concerning cultural interactivity, sometimes referred to ascross-culturalism (Seealso multiculturalism, cosmopolitanism, transculturation, culturaldiversity).


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High Context Cultures

Place value on being part of a group

Considers good of whole rather than individualachievement

Prefer indirectness, politeness & ambiguity.Infer information from message context,rather than from content.

Convey little information explicitly. High-context cultures place value on body

language and nonverbal cues


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Examples Of High Context

Cultures AMERICAN

ENGLISH CANADIAN

AUSTRALIAN

ENGLISH

GERMAN

IRISH NEW ZEALAND


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Low Context Cultures

Rule oriented, people play by external rules

More knowledge is codified, public, external,

and accessible. Sequencing, separation--of time, of space, of

activities, of relationships

Value directness.

See indirectness as manipulative.

Value written word more than oralstatements.


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Examples Of Low Context

Cultures AFRICAN

ARAB

CHINESE

FRENCH FINNISH

GREEK

INDIAN

ITALIAN

THAI

JAPANESE


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HIGH CONTEXT VS. LOW CONTEXTCULTURES


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High Context Low Context

Rely on implicit non-verbal communication

Detailed and lengthydecision making

Avoid confrontation and

debate Views laws as more

flexible

Emphasize relationshipsand a social atmosphere

Use intuition and feelingsto make decisions

Long-term relationships

Rely heavily on explicit verbalcommunication

Quick and efficient decisionson major points

Encourage open

disagreement

Laws are strictly followed

Views negotiationsimpersonally and focus on

economic goals Rely on facts and evidence for

decisions

Short-term relationships


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Case Study:KENTUCKY FRIED CHICKEN (KFC)

IN INDIA.


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About KENTUCKY FRIED CHICKEN

(KFC)KFC was founded by Harland Sanders (Sanders) in the early 1930s, when he started cooking andserving food for hungry travelers who stopped by his service station in Corbin, Kentucky, US.He did not own a restaurant then, but served people on his own dining table in the living quarters

of his service station. His chicken delicacies became popular and people started coming just for

food.

Kentucky Fried Chicken was born. Soon, Sanders moved across the street to a motel-cum-

restaurant, later named 'Sanders Court & Cafe, that seated around 142 people.Over the next nine years, he perfected his secret blend of 11 herbs and spices and the basic

cooking technique of chicken.

Sanders' fame grew and he was given the title Kentucky Colonel by the state Governor in 1935 for

his contribution to the state's cuisine.

Sanders' restaurant business witnessed an unexpected halt in the early 1950s, when a new

interstate highway was planned bypassing the town of Corbin. His restaurant flourished mainly

due to the patronage of highway travelers.


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Contd..

The new development meant the end of this. Sanders sold his restaurant operations.After settling all his bills, he was reduced to living on a meager $105 social securitycheque. But Sanders did not lose hope.

Banking on the popularity of his product and confident of his unique recipe for friedchicken, Sanders started franchising his chicken business in 1952. He called it Kentucky

Fried Chicken.

He travelled the length and breadth of the country by car, visiting as many restaurants aspossible and cooking batches of chicken. If the restaurant owners liked his chicken, heentered into a handshake agreement that stipulated payment of a nickel for each plate ofchicken sold by the restaurant. By 1964, Sanders franchised more than 600 chicken

outlets in the US and Canada.


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KFC In INDIAForeign fast food companies were allowed to enter India during the early

1990s, thanks to the economic liberalization policy of the Government of India(GOI). One of the first fast food multinationals to set foot in India was KentuckyFried Chicken (KFC), owned by PepsiCo.

KFC received permission to open 30 new outlets across the country. It chose

Bangalore as its launch pad because the city had a substantial upper middleclass population, with a trend of families eating out.

Also, it was considered Indias fast growing metropolis in the 1990 .The Bangalore outlet was opened in June 1995. Apart from Bangalore, PepsiCo

planned to open 60 KFC and Pizza Hut outlets in the country over the nextseven years. However, KFC became embroiled in various controversies evenbefore it started full-fledged business in India.


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PROBLEMS FACED BY KFC IN

INDIA

The case highlights the ethical issues involved in Kentucky Fried Chicken's (KFC)business operations in India. KFC entered India in 1995 and has been in midst of

controversies since then. The regulatory authorities found that KFC's chickensdid not adhere to the Prevention of Food Adulteration Act, 1954. Chickenscontained nearly three times more monosodium glutamate (popularly known asMSG, a flavor enhancing ingredient) as allowed by the Act. Since the late 1990s,KFC faced severe protests by People for Ethical Treatment of Animals (PETA), ananimal rights protection organization. PETA accused KFC of cruelty towards

chickens and released a video tape showing the ill-treatment of birds in KFC'spoultry farms. However, undeterred by the protests by PETA and other animalrights organizations, KFC planned a massive expansion program in India


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RE-ENTRY OF KFC INTO INDIAN

MARKET:-A case in point is KFC. KFC entered India in 1995, but a controversysurrounding the levels of MSG in its preparations and subsequentprotests from farmers' groups and animal rights activists

spelt trouble for the company. Ultimately, the company had to shutall but one outlet in the country.

Only recently in 2003 it made a quiet re-entry into the Indian market.Then came up with the strategies and menu that is desirable by theIndian consumers and also to provide Vegetarian meals as well. Andsince 2003 it is expanding successfully its business in India


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Changes that KFC did not

make and lead to its Failure

KFC has not understood the significance of cultural, economic,regulatory and ecological issues while establishing business in a

country like india .

KFC has not Appreciated the need for protecting animal rights indeveloped and developing countries like India.

They have not understood the importance of ethics in doingbusiness.

They have not examine the reasons for protests of PETA.


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Changes that KFC Adopt

BUT WHEN IN 2003 IT CAME BACK INTO INDIA WITH THESTRATEGIES LIKE TARGETTING HIGHER INCOME GROUP LEVEL.BUT AT THE SAME TIME PROVIDING MENU WHICH CAN BEAFFORDED BY THE MIDDLE INCOME GROUP LEVEL LIKE KFC

MINI BURGER AT RS.25 AND CAME UP WITH MENU LIKE HOTCRISPY CHICKEN WHICH CONTAINS INDIAN SPICES WHICHINDIAN PEOPLE LIKE.

BUT NOW THEY ARE ADHERING THE RULES OF FOODCORPORATION OF INDIA AND PETA AND EXPANDING BUSINESSSUCCESSFULLY


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THANK YOU.

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Cross-Cultural Communication for Bc