In times of Globalization the role of foreign countries is more and more increasing. To be more competitive in the global market it is necessary to research international markets i.e. in order to increase growth opportunities, to reduce costs for production and distribution or to find new sales market. Therefore, the considered environment has to be examined for several factors. The P.E.S.T. analysis is a common ‘tool' to do this. One significant factor is to examine this market for its culture what is an integral part of the operating environment. According to Daniels “culture refers to learned norms based on values, beliefs and attitudes of a group of people.” (Daniels, 2006, p.49) In order to be successful in a certain region or country a company must build an awareness of cultural differences. Cultural differences can be found in communication (spoken, written or silent language), information and task processing, risk-taking behaviour, relationship preference, work motivation, religion and social stratification. In the following chapters I will show how to discover cultural differences, how to deal with them and especially how to implicate this awareness in a company's business in a certain country. (Daniels, 2006)
[...] o Try to avoid introducing reforms to often. This will increase their anxiety of unknown situations and discourage them because of their threat of unknown situation. o Provide very detailed job descriptions to avoid uncertainties which could affect business in a negative way. Communication o Even if in a big amount of informal emails are considered as irrelevant in the German culture it has a positive impact on subordinates in Brazil. They expect to be more informed than Germans in order to reduce insecurity to a minimum. [...]
[...] Therefore, they have a more democratic and consultant management style. Before making their decision, they want to hear subordinates' opinion because of the awareness that they are also well educated with big expertise. Their opinions are part of decisions although this may lead to long discussions what may cause delayed decisions. These are indications for a small Power- distance. Despite interacting within the company is very familial it is affected by an internal reward system. Each subordinate claim for equal working conditions and expects a reward and acceptance for its individual ideas. [...]
[...] By contrast most of the Brazilians prefer a complaisant autocrat which they regard as a ‘good father.' Therefore a more autocratically or paternalistically management style would be recommendable. A manager should avoid consulting their subordinates. Rather he should introduce clear rules. He should not expect or demand individualistic work. For countries with a Large-Power-Distance such as Brazil it is more likely to be more collectivist because of the negative correlation of PDI and IDV. The already mentioned significant meaning of family is a considerable reason why Brazil is considered as a collectivist country. [...]
[...] The group interest prevails over individual interests. Germany and also Fensterbau Becker has a culture based on Individualism (IDV of 67). A subordinate wants to be evaluated by its own efforts. Efforts of the whole group are secondary. For those individuals a considerable freedom in their job with challenges from which they can get a personal sense of accomplishment are beneficial. Brazilians see themselves as a group and not as an individual. Therefore it is necessary for managing or supervising collectivists to see them as a group not as different individuals. [...]
[...] Those children build up an ‘I' thinking in order to stand on their own feet and to leave the parental home as soon as this is achieved. They consider themselves as an individual that has no group membership or group. Dependence and is therefore evaluated by their personal preferences. Collectivism is a contrast to Individualism. The majority of people live in collectivist societies. The group interest prevails over individual interests. They believe in the ‘power of the group'. They are born into large families whose members live close together. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
