tuoteväylä-palvelun innovation thursday 28.5.2015: kulttuurierojen ymmärtäminen vauhdittaa...

Kulttuurierojen ymmärtäminenvauhdittaa kansainvälistymistä

Kulttuurierojen ymmärtäminen vauhdittaa kansainvälistymistä -

Eväitä menestyksellisempään tuotekehitykseen, viestintään, markkinointiin ja johtamiseen

Innovation Thursday -Keksi keinot kansainvälistymiseen

28.5.2015

Riku LaantiRLC International Management Oy

Content

• Introduction

• What is Culture?

• The Lewis Model as a framework to understand cultural differences

• Cross-cultural issues in R&D, communications, marketing and management

What is Culture?

What is Culture?

“People in different cultures share basic concepts but view them from different angles and perspectives, leading them to behave in a manner which we may consider irrational or even in direct contradiction of what we hold sacred.”

Richard Lewis

Different Cultures –Different Communication Styles? (videos)

Hofstede, G. (1991). Cultures and organizations: Software of the mind. London: McGraw Hill.

Human Nature

Personality

Culture

Specific to

Individuals

Specific to

Group or

Category

Universal

Inherited &

Learned

Learned

Inherited

What is Culture?

Hofstede, G. (1991). Cultures and organizations: Software of the mind. London: McGraw Hill.

Symbols

Heroes

Rituals

Values

Practices

Culture ’Onion’ – Layered Model

Why Cross-Cultural Management More Important than Ever? - Key Trends

• The growing economic and political importance of emerging markets– BRIC > G7 by 2027!

– N-11

• The rapid growth in internationalization of services and the increasing importance of service revenues for manufacturing companies.

• The Finnish domestic market is also internationalising rapidly because of immigration and the growth of international customer flows into Finland

The Lewis Model

(Richard Lewis / Richard Lewis Communications)

© 2001, 2004 Richard D Lewis

Fundamentals of Communication


Getting to the point


HUMAN MENTAL PROGRAMMING


Human Mental Programming

– UK –



– Germany –


Alles in Ordnung



– Japan –



– Finland –


Cultural Categories

LINEAR-ACTIVE MULTI-ACTIVE REACTIVE

Talks half the time

Does one thing at a time

Plans ahead step by step

Direct

Partly conceals feelings

Confronts with logic

Dislikes losing face

Rarely interrupts

Job-oriented

Uses mainly facts

Truth before diplomacy

Sometimes impatient

Limited body language

Respects officialdom

Separates the social and

professional

Talks most of the time

Does several things at once

Plans grand outline only

Emotional

Displays feelings

Confronts emotionally

Has good excuses

Often interrupts

People-oriented

Feelings before facts

Flexible truth

Impatient

Unlimited body language

Seeks out key person

Interweaves the social and

professional

Listens most of the time

Reacts to partner’s action

Looks at general principles

Indirect

Conceals feelings

Never confronts

Must not lose face

Doesn’t interrupt

Very people-oriented

Statements are promises

Diplomacy over truth

Patient

Subtle body language

Uses connections

Connects the social and

professional


Homogeneous vs. Diverse Teams

Based on

1. Creating value with diverse teams in global management, J.J. DiStefano; M.L.Maznevski,

Organizational Dynamics, Vol. 29, No 1

2. Dr C. Kovach’s research, UCLA


Multi-cultural team


COMMUNICATION PATTERNS


National Communication Patterns

– Italy –



– Finland –



– UK –


LISTENING HABITS


Aristotle’s Rhetoric

Logos

Ethos

Pathos

+ Agora


Listening Habits

– UK –


Listening Habits

– USA –


Listening Habits

– Germany –


Listening Habits

– Finland –

CROSS-CULTURAL ISSUES IN R&D, COMMUNICATIONS, MARKETING AND MANAGEMENT

R & D in a Multicultural Environment

• Do you understand your target markets from a cultural point of view?

• Do you know how to pay attention to cultural differences when developing products and services?

• Is your R & D team (or organisation more generally) diversified enough to encourage different types of work processes and to provide different views / out-of-the-box thinking?

• Do you know how to manage challenges that culturally diversified teams often face?

Communications in a Multicultural Environment

• Do you know how to influence people from different cultural background?

• Do you know how to adapt your communications materials and presentations depending on target audiences?

• Are you aware of specific charactericstics of Finnish culture with regards to communications and how people from other cultures view us?

Marketing and Sales in a Multicultural Environment

• Have you paid enough attention to cultural differences when developing your marketing messages and channels?

• Do you know how to adapt your marketing materials, including online content, depending on cultural differences of your target markets?

• Do you know how to adapt your sales and customer service processes based on cultural differences?

Management in a Multicultural Environment

• Do you know and understand differences in values and motivational factors based on cultural background?

• Are you aware of the effects that culture has on issues such as recruitment & promotion, job mobility, salaries & incentives, leadership styles, giving & receiving feedback, how people deal with time & change, authority, organisation structures, and status?

Cross-cultural Management &Communications Workshop

• A workshop addressing cross-cultural issues in R&D, communications, marketing and management

• Why these issues are relevant. Why companies win/lose contracts and make profits/losses based on how well they are able to address cross-cultural issues

• Background information, introducing theories and concepts (e.g. Lewis Model), and providing business cases and examples

• Participants invited to contribute by sharing their own cross-cultural experiences. Group discussions & exercises.

• The language of the workshop Finnish (or English?)

ELY Centre Uusimaa and RLC International Management Oy have preliminary plans to organise a pilot workshop in Autumn 2015.Would you be interested in participating the workshop?

Thank you

[email protected]: +358-(0)41-544 4544

www.rlcim.com

mailto:[email protected]

tuoteväylä-palvelun innovation thursday 28.5.2015: kulttuurierojen ymmärtäminen vauhdittaa...

Government & Nonprofit