Cross Culture CommunicationsCase study : Korean Airlines

IAV442 CRM

Cross Culture CommunicationsCase study : Korean Airlines

Cross Culture CommunicationsCase study : Korean Airlines

Lecture by Shamus O'Carrigan©

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Learning Objectives

• Analyze differences in the way people think.• Practical skills in cultural competency.• To anticipate , prevent or manage cross-

cultural conflict.• Introduction to Hofestede theory.• Case study of impact of cross-Cultural

Communication thery in Aviation• Introduction to CRM ( Crew resource

Management)

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Cross Cultural Communications

“Cross Cultural differences can cause serious issues if not addressed correctly. Cultural insensitivity can lead to problems or even disasters”

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Case Study : Korean Airlines

• Why do airlines crash?– Airline must have had old aircraft– Airline must have poorly trained flight crew.– Airline must have unskilled pilots.– Weather or mechanical factors

Case of Korean Airlines was different

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Case Study : Korean Airlines

• Situation– Korean Air flight 801 crashed on August 6,

1997– Departed from Seoul International Airport to

Guam.– 2 Pilots, 1 flight engineer, 14 Flight attendants

and 237 passengers total 254 people

What happened?

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The Cultural factors

• Korean Airlines Crash with Hofestede applications– High / Low uncertainty– High / Low Power Distance– Conclusion– CRM– Cross Culture CRM

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What is Hofstede's theory?

Geert Hofstede a Dutch management researcher Gathered data from 100,000 IBM employees Wanted to determine values on which cultures vary.

Surveyed workers from 50 countries and 3 regions

Concluded that there are five dimensions used to differentiate and rate cultures

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Individualist - Collectivist

How people define themselves and their relationship to others.

Individualist Believe individual is most important Stress independence over dependence.

Reward individual achievement. Value uniqueness of individual Collectivist Views, needs, and goals of group

most important Obligation to the group is the norm Self is defined in relation to others Focus on cooperation, not competition

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High / Low uncertainty

- High Uncertainty Avoidance: People within a high uncertainty culture are made nervous by situations which they perceive as unstructured, unclear, or unpredictable. “High Uncertainty avoidance is associated with strict codes of behavior and the belief in absolute truths”.

- Low Uncertainty Avoidance: Accept ambiguity and lack of structure. People are more inclined to take risks and “think outside the box”Rules are rejected or ignored (Thailand)

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Masculinity - Femininity

Relationship between gender and sex appropriate behavior

Masculinity Distinct roles Men are assertive, ambitious, and

competitive Women are supportive, nurturing, and

deferent Femininity Fewer rigid gender roles Men and women are more equal Interpersonal relationships

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Long-term / Short-term

Based in Confucianism Long-term Orientation Savings Do anything to achieve a goal“Eye on the prize”

Short-term Orientation Immediate gratification“Make money, spend money”Less willing to sacrifice

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Korean Airlines Crash with Hofestede applications

• High / Low Power Distance High Power Distance extends to how people view

inequality as normal. There is Centralization of power Korean culture is hierarchical.

Low Power Distance societies have minimal power differences. Power can be achieved through work.

Notions of superiority are not rigid or generational.

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Korean Airlines Crash with Hofestede applications

Conclusion• Poor cross cultural communication was a key factor in

the crash of flight 801 Aircraft designed and engineered for low power

distance societies and high uncertainty avoidance cultures.

Korean crew affected by a cultural bias in which first officers and flight engineers not question judgments of the captain.

These cultural differences were not fully understood or communicated at the time.

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CREW RESOURCE MANAGEMENT

- CRM training encompasses a wide range of knowledge, skills and attitudes including communications, situational awareness, problem solving, decision making, and teamwork

- CRM is concerned not so much with the technical knowledge and skills required to operate equipment but rather with the cognitive and interpersonal skills needed to manage resources

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CRM

• CRM- CRM training is requirement for commercial pilots working

under most regulatory bodies worldwide, including the FAA (U.S.) and JAA (Europe). Following the lead of the commercial airline industry, the U.S. Department of Defense began formally training its air crews in CRM in the early 1990s. Presently, the U.S. Air Force and U.S. Navy require all air crew members to receive annual CRM training, in an effort to reduce to human-error caused mishaps.

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CRM for cross cultural communication

- CRM culture is the freedom to respectfully question authority Objective of CRM is situational awareness, self awareness, leadership, assertiveness, decision making, flexibility, adaptability, event and mission analysis, and communication.

Recognition of what is happening and what should be happening

- Difficult in high power distance societies

- Communication techniques must be taught to supervisors and subordinates, so supervisors understand questioning of authority not threatening, and subordinates understand correct way to question.

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5 Step Assertive Statement Process

TECHNIQUE: 1. Opening or attention getter

2. State your concern

3. State the problem as you see it

4. State a solution

5. Obtain agreement

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Follow On

A new cross cultural tool has been released allowing you to consult the Geert Hofstede 5-dimensional cultural model on the I phone.

Application looks at differences in intercultural encounters and predicts how interactions will go when people from different nationalities work together.

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Language Focus

'Revise and define the following.'

deferential: not disagree and to follow elderly or senior people

- hierarchical

- obliged

- legacy

- insensitivity

- dead heading

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Assignment 1

Identify a situation in which cross cultural communication needs to be factored in. Apply Hofestedes theory to the situation and how it can be understood based on those factors.

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Assignment 2: The Terminal

Is there communication between Viktor and Frank?

Why or why not?