One of the characteristics of Thai –Kreng Jai- which reflects a respect for one whom they perceive as higher in the hierarchy, leads to Thais not asking any questions.
Thai’s kreng jai culture means that some Thais are afraid that the expatriates will question further and investigate the processes which will bring trouble or increased work. Further, it is related to other dimensions of culture such as collectivism- lacking knowledge in their own work leads them to lose face or it may discredit or loose trust in their company
B. Individualism VS Collectivism
Thai and Japanese societies are collectivist in nature although to a different degree [34]-[35].
Collectivism culture in Thai context is demonstrated through business network reference and team work orientation in developing RM.
“Pak Puak (Frined)”: element of culture to be concerned when embarking on a new RM
Japanese expatriates are aware of the collectivist characteristics of Thais and vice versa. In the case of new Japanese expatriates in the purchasing department, first joining an automobile manufacturer in Thailand, they often request meetings aimed at building relationships with Thai suppliers.
Some do not rely only on their Thai staff and previous supplier lists but start to explore new potential local suppliers.
In some cases, if their Thai staff proposes a new supplier, Japanese expatriates will call Thai suppliers to present their potential and product.
They are aware the Thais culture of “Pak Puag” (Friend).
A Japanese expatriate interviewed indicated that