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What this suggests is that cultural differences are not inherently good or bad, but they can be perceived positively or negatively depending on the situation. Additionally, sometimes differences are not perceived the same way by both ends. A manager from Portugal may appreciate Danish punctuality, while the Danish manager may find Portuguese tardiness annoying. On the other hand, the Danish manager may appreciate Portuguese flexibility (particularistic or low rule orientation), while the Portuguese manager may find the Danish obsession with rules frustrating.
Most importantly, it is difficult to predict how these identifiable differences will play out when two cultures meet. As a starting point, cultural frameworks create limitations on our ability to think and perceive the environment, suggesting that individuals from different cultures will have different understandings of the situation, and will likely act differently. However, as individuals interact with each other and the new environment around them, new understandings may emerge and new behaviors may be called for. It would be naïve to think that in a cross-cultural situation, individuals would continue
behaving in the same way they would at home for a long period of time. Overtime, either they will negotiate a new way to relate or the relationship will not continue. Unfortunately, it is impossible to predict what will work for a particular context and relationship, since several other factors besides culture come into play. For example, who has power? Who is the majority? Who has the money? What is the personality of the ones in power? What is the goal of the relationship? Are there historical issues as well between both cultural groups that may lead to predispositions, perceptions of superiority, inferiority, or sameness? Referring to the Chinese-Brazilian partnership above, a Chinese manager noted,
My opinion is that working with Brazilians is easier than working with North Americans, with French, or even with people from Singapore. It’s amazing because people from Singapore have the same cultural roots that we have. But with Brazilians, it’s easier because we treat each other as being on the same level. This may be more important than having the same cultural roots or speaking the same language.
Simply put, when two or more cultures come in contact, the starting point for interaction is usually what these cultures bring to the table. But the end result will more likely depend on their interactions, the actors and organizations involved, the power differential, and the exchanges that take place. Management researchers Oded Shenkar, Yadong Lou, and Orly Yeheskel, coming from three very different cultures themselves, call this process cultural friction, referring to the resistances and conflicts that need to be dealt with as two cultures come into contact, including issues of organizational identities, national identities, differences in resources and interests, and asymmetry in power and hierarchy. These issues are dealt with and negotiated in a process of response and counter-response that will shape the relationship between the parties.
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Preparing for the unexpected
Finally, when facing the complexities of cultural influences and the unpredictability of cultural encounters, an obvious question emerges: What can global managers do? An often overlooked response to this difficult question rests on the speed with which managers can learn and adjust their behavior to fit each unique situation. Here, we do not mean adjusting the behavior to fit the other culture; we mean adjusting the behavior to fit the situation. Sometimes, what is in order is adjusting to the other culture as closely as possible. But at other times, this be avior would be counterproductive (e.g., perhaps we really should avoid considering Nahed Taher as a traditional Arab woman). Knowing the difference is what separates successful global managers from the rest. To this end, several important learning skills can be suggested for global managers:
* Self-awareness. Global mangers must understand that they are complex cultural beings and that their values, beliefs, assumptions, and communication preferences are a product of their cultural heritage.
* Empathy. Global managers must understand that others are also complex cultural beings whose actions are a product of deep-seated cultural values and beliefs. When misunderstandings occur, competent global managers will search for cultural explanations of confusing or offensive behavior, before judging it.
* Information gathering and analysis. Managers must uncover hidden cultural assumptions to become aware of how culture is shaping the perceptions, expectations, and behaviors of all involved parties.
* Information integration and transformation. Managers must assimilate the information gathered into a coherent theory of action.
* Behavioral flexibility. Managers need the ability to engage in different behaviors, to switch styles, and to accomplish tasks in more than one way.
* Mindfulness. Global managers must be mindful of themselves, the other, and the interaction. They must pay close attention to their feelings and actions, and others’ actions and reactions.