CAN THERE BE A GLOBAL CULTURE?

CAN THERE BE A GLOBAL CULTURE?

There is no universally satisfactory definition of the domain of a culture. Basing on literature, discuss pragmatic approaches global companies can employ in intensifying their understanding of foreign markets.NADIAH AZHARUDDIN . 2013125677

* Surah Al-Hujrat, verse 13

* Surah Al-Room, verse 22

The Quran, marks the diversity in men and cultures and the need for knowledge.

The diversity of the cultural expressions found in one single culture reflects the binding spirit and unifying soul behind them and the unity behind the multiplicity.

As explained in a paper on Culture & Learning in Islam published by UNESCO, a civilization cannot be without culture, and culture cannot be without knowledge.

Knowledge is the only wealth which is undiminished by sharing.

With the process of globalization and increasing global trade, it is unavoidable for cultures to meet, conflict and blend together.

Communication is difficult due to language barriers and cultural differences.

More difficult to do business in foreign country

Expansion planning is a must as companies are required to have an in-depth knowledge of existing market channels and suppliers, of consumer preferences and current purchase behavior, and of domestic rules and regulations.

CULTURAL DIVERSITYCultural diversity means not only diversity of customs, folklore, language or cultural expressions, but diversity of economic cultures, political cultures, social cultures, scientific cultures, educational cultures, ecological cultures, etc (Coll, 2001)

THE IMPORTANCE OF CULTURAL DIVERSITYExpresses a profound respect for what persons and communities really are, and not so much an unhealthy obsession for what people think they should be.

To accept cultural diversity is not an act of tolerance towards the other, but a recognition of this others (personal and communitarian) as a full reality, contradictory (like ourselves), the bearer of wisdom, knowledge and practices (Ihsanoglu, 2003).

GLOBALIZATION & CULTUREObservers of globalization are increasingly recognizing that globalization is having a significant impact on matters such as local cultures, matters which are less tangible and hard to quantify, but often fraught with intense emotion and controversy.

Cultural issues are more subtle and sensitive, and often more confusing.

THE INFLUENCE OF WESTERN CULTURESOne of the main concerns: Not only it leads to a homogenization of world culture, but also that it largely represents the "Americanization" of world cultures (Wang, 2007).

Example: American Fast Food flooding France, threatening their appreciations towards their own local cuisineStarbucks affecting Italys coffee cultureMcDonalds influencing local habits and lifestyle

INTEGRATION OF CULTURESA point to ponder is that although the United States may play a dominant role within the phenomenon of cultural globalization, every other countries contribute to global culture too.

GLOBALIZATION CAUSES REAFFIRMATION OF LOCAL CULTURESGlobalization can also reinforce local culturesExample: India Satellite TV

Global companies have to take into account the culture of all the countries where they conduct operations or sell products. MAHB: Have we done enough? (e.g. Kazakhstan & Maldives events)

The homogenizing effect of globalization on national cultures: produce a reaction among indigenous peoples whose cultures are threatened, desires to reaffirm their own local traditions (Barber, 1992).

INTERESTING CURRENT CULTURAL ISSUES ON GLOBALIZATIONWestern Values & IslamGlobalization is accelerating some peoples concerns about the infusions of Western values in Islamic countries. Italy: Passes new anti-mosque law no new mosques in Milan, tight monitoring of current mosques & no praying on the streets/park etc.

Protecting languagesFrance: In 2013 a debate was ignited online when the government decided to replace the word hashtag which is used frequently in Twitter and other social media, with the Gallic word mot-dise (McPartland, 2013).Canadas French speaking province of Quebec, provincial regulations stipulate that any sign containing English posted by a business must also post the same text in French in letters at least twice the size of the English text. Obliging immigrants to receive their college educations in French, and requirements that large-sized businesses conduct all their transactions in French.Chinese scholars have also called for the removal of English words from a prominent Chinese dictionary, which includes 239 such words (Language purity row, 2012).

UNDERSTANDING WORKPLACE VALUES AROUND THE WORLDPeople of different cultures find themselves working together and communicating more and more, due to changes in technology.Exciting but frustrating.

How can we close the gaps of cultural differences? Are we relegated to learning from our mistakes, or are there generalized guidelines to follow?

Prof. Geert Hofstede conducted perhaps the most comprehensive study of how values in the workplace are influenced by culture.

He analyzed a large data base of employee values scores collected by IBM (HERMES)1967 1973 from more than 40 countries.

The 5th & 6th dimension: Long-term orientation & Indulgence was added later.

HOFSTEDES CULTURAL DIMENSIONS

POWER DISTANCEExampleA company from Austria (low power distance) is considering entering the Mexican (high power distance) market.

Communication tips for the Austrian manager: Give clear and explicit directions to those working with him Deadlines should be highlighted and stressedDo not expect subordinates to take initiativeBe more authoritarian in his management styleShow respect and deference to those higher up the ladder

UNCERTAINTY AVOIDANCEExampleA company from France (high uncertainty avoidance) is considering investing in Denmark (low uncertainty avoidance)

Communication tips for the French manager: Try to be more flexible or open in his approach to new ideas than he may be used toBe prepared to push through agreed plans quickly as they would be expected to be realized as soon as possibleAllow employees the autonomy and space to execute their tasks on their own; only guidelines and resources will be expected of him

INDIVIDUALISMExampleA company from UK (high individualism) is considering investing in Turkey (low individualism)

Communication tips for the UK manager: Note that individuals have a strong sense of responsibility for their family Remember that praise should be directed to a team rather than individualsUnderstand that promotions depend upon seniority and experienceBe aware that the decision making process will be rather slow, as many members across the hierarchy need to be consulted

MASCULINITYExampleA company from Denmark (low masculinity) is considering investing in Japan (high masculinity)

Communication tips for the Danish manager : Be aware that people will discuss business anytime, even at social gatheringsAvoid asking personal questions in business situationsTake into account that people are not interested in developing closer friendshipsCommunicate directly, unemotionally and conciselyIn order to assess others use professional identity, not family or contacts

LONG-TERM ORIENTATIONLong- term orientation A basic orientation towards time that values patience

LONG-TERM ORIENTATIONAccording to Hofstede, the long-term orientation pole (best illustrated by China, Japan and South Korea) is associated with an emphasis on hierarchy rather than equality, a pursuit of general (collective) rather than individual interests, persistence or perseverance, ethical relativism, personal adaptability, thrift, and a sense of shame (accompanying a loss of face).

In long term oriented cultures, employees wish a long relationship with the company and they consider that time is needed to achieve business results.

People from short term oriented cultures (such as Finland, France, the UK, Germany, Pakistan; Canada, the US) need quick results. It is important for them to maintain personal stability and happiness in the present.

INDULGENCEIndulgent cultures will tend to focus more on individual happiness and well being, leisure time is more important and there is greater freedom and personal control. This is in contrast with restrained cultures where positive emotions are less freely expressed and happiness, freedom and leisure are not given the same importance.

In the workplace, indulgent cultures place more importance on freedom of speech and personal control while in restrained cultures there is a greater sense of helplessness about personal destiny.

WHAT DO PEOPLE VALUE IN WORK?

EMPLOYEES LEADERS RELATIONSHIPS

LEADERSHIP STYLES

*PD = POWER DISTANCE, UA = UNCERTAINTY AVOIDANCE

FOSTERING CULTURAL DIVERSITYEven though Frank Lechner, Associate Professor of Sociology at Emory University, acknowledges a number of reasons to think that globalisation could subvert cultural diversity, he points out a number of good reasons to think that such diversity can be fostered by the same process. He cites pluralisation, differentiation, contestation, glocalisation and institutionalisation as processes that actually foster cultural diversity (Lechner et al., 2006)

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CONCLUSIONAgainst this backdrop the seemingly unstoppable and ever accelerating cultural homogenization around the world brought by globalization, is probably a good thing even if it means the loss of cultural diversity: it increases our sense of togetherness via the sense of a shared culture.

In fact, breaking down of cultural barriers unfashionable as this can sound is probably one of the few things that societies can do to increase harmony among ever more heterogeneous peoples.

CONCLUSIONBut of course, no society is homogenous, and there will be deviations from the norms found.By understanding cultural differences through Hofstedes 5 cultural dimensions, global companies may largely eliminate the problem of differences in company culture by knowing the correct approach to use in different cultures.Therefore, globalization provides the opportunities for the people to understand other cultures and differences, foster diversity and introduces the opportunity to build unity within diversity.

Surah Ali-Imran, verse 3

REFERENCEColl, A. N. (2001). Intercultural Cultural Diversity In The Era Of Globalisation. Ihsanoglu, E. (2003). Culture And Learning In Islam. 5. The Different Aspects Of Islamic CultureWang, Y. (2007). Globalization Enhances Cultural Identity. Intercultural Communication Studies, 1(XVI). Barber, B.R. (1992) Jihad vs. McWorld. The Atlantic Monthly. Lechner Frank. (2006). Glozalization issues, Emory University

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