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CHAPTER 5
FOCUS GROUP
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CHAPTER CONTENT
What is Focus Group?
How do you recognize Focus Group?
Group Focus in Action
Group Focus Believe and Behaviors
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What is Focus Group?
Importance of the group in relation to theindividual
Whether people want to be distinguished from the
group (individual) or consider part of a particular
group.
Group harmony is necessary to achieve business
goals
Importance of living and working together inharmony.
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What is Focus Group?
Group Focus describes whether people identifythemselves as part of a group or a series of
individual contribution.
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Country Ranking: Group Focus
Individual Focus Group Focus
Canada
New Zealand
The United States
Australia
Belgium
Finland Netherlands
Norway
Brunei
Indonesia
Japan
Malaysia
Qatar
Korea Vietnam
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How do we recognize Group
Focus?
Individual Focus culture Group Focus culture
Recognize and rewardunique individualcontribution
Focus on individualachievement
Encourage people toexpress theirdistinctiveness anduniqueness
Laws protecting therights of individuals
Prefer to work andspend time alone
People define
themselves by their
affiliation with agroup.
People look for
consensus in
decisions
Maintain harmonious
work environment is
important
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How do we recognize Group
Focus?
Individual Focus society Group Focus society
Children are taught to
stand in front of the
class to show and tellsomething about
themselves.
Children should be
comfortable calling
attention to
themselves.
I-think-I-can
At the early stage oflife, parents socialize
their kids to be part ofa group.
People demonstratetheir concern for the
common good: cleanup after themselveson picnic grounds.
One can succeedbest throughcommunal effort.
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Where does this come from?
Individual Focus Group Focus
Heroes, folktales,
children stories.
In the United States:
Superman
Spiderman
Peter Pan
Ironman
Batman
Heroes, folklore,
children stories
In Vietnam
Tam Cam
Luc Van Tien
Thach Sanh
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Group Focus in Actions: Hiring
Individual Focus society Group Focus society
Candidates talk about
their individual
achievements , bothin academic and in
previous work-related
situations.
Candidates do not tell
what they have done
individually.
Should encourage the
candidates to talk
about achievements
done by their previous
teams or how the
work was done.
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Recognizing Talent
Individual Focus Group Focus
Employee of the month
Recognize individual
achievement withpreferred parkingspaces,
Provide individualincentive compensation,
celebrate individualperformance.
Talents like to work ontheir own and work out
problems bythemselves.
Individual success isdependent on cooperativeefforts.
People are motivated byassurance of greatersecurity and opportunityfor affiliation.
People like their
companies to take care ofthem, develop theirtalent, fairly compensatethem
Loyalty and seniority areimportant
Achievement is originatesfrom effort of the rou .
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Decision Making
Individual Focus Group Focus
Value individualistic
decision makers
Not allow a singe
person to make
decisions.
No responsible
businessperson would
make decision without
involving others and
gaining agreement
from the parties
involved.
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Collaboration, Harmony, Team
Behavior
Individual Focus Group Focus
Prefer to work alone
Want to do individual
best to help the team
success.
Harmony is part of
group-focused
environment.
People like to come
together for meetings
Sense of affiliation
that come from being
together.
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Beliefs and Behaviors
Individual Focus society Group Focus society
People are encouragedto be self-sufficient, tomake it on their own, tothink for themselves.
Individual freedom isvery important
Individual taste andstyle are expressed inhome, decoration,offices, dress, andchoice of cars
The focus is on thenuclear family with
fewer children
Everyone must be
heard. Decision
making take muchlonger time.
People may not value
the need to express
themselves.
The emphasis is on
the extended family
and the community.
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Group Discussion
How could a foreign individual-focus managerwork effectively with his/her local group-focus
staffs? Give examples for illustration.
How could a foreign group-focus manager work
effectively with his/her local individual-focus
staffs? Give examples for illustration.
(Hint: Table 5-2, pages 107-108)