MANJOT KAUR SANDHU
A) Type of corporate culture that should be adopted is one that focuses on the consumers. A relationship marketing process should be carried out in case of such an international marketing scenario. As a vice president of operations/in charge of the new step taken by the company I will prepare a plan as follows and also create a corporate culture depending upon that : – will anticipate needs of the target consumer market, will try connecting with the probable consumers and know their preferences. After doing the need and want analysis and knowing about what cultural preferences they have , will then do the segmentation of target market and create market mixes for that. We will adopt a culture in which we continuously do environmental analysis and always notice buyer behavior. We can establish sustainable relations with them, by expanding our network and connecting more with them. We can make use of social media marketing which is quite famous these days. Following such steps or keeping this routine a regular in our corporate culture – we can provide customer the best value and also retain/ grow our market share., by respecting their choices.
B) Some Argentinian culture characteristics that might need special attention in this case are -their price sensitivity first of all. They are price sensitive as said in the case. They might prefer good quality new product, but at a lower cost. They might not like to spend high on a new product – being unaware of the result or actual use – this shows their high uncertainty avoidance characteristics.
C) According to given Hofstede Cultural Dimensions Chart and the data in it, one can be very clear that there exists a big difference in the cultures of Argentina and Canada. So if the target market of Canadian firm is in South America, they will have to change their strategies and adapt to local culture of target market, to gain good market share and maintain it. Argentina has high power distance, low individualism ( it’s a collectivist society), high in masculinity, high in uncertainty avoidance and are long-term oriented. Whereas Canada is totally opposite in these factors. So our business will have to understand the differences , and prepare business strategies or especially marketing strategies according to the target culture. We can adopt to it by researching more about South American/ Argentinian culture , learn about their preferences, connect with them more closely by different means and then cater to their needs in their ways. Continuous environmental analysis should be a pre requisite. We can hire a facilitator and also have people in the management team who are from the target country itself. In this way we can acquire more knowledge and skills and also overcome language barriers while going global. We will need to know about attitudes and norms of Argentina also. So strategies must be prepared after a thorough analysis of the different cultural international market that we are targeting.
a) Cultural aspects (in this case ) of Chinese differ a lot from Europeans in many ways and George needs to see these differences and understand them properly. Examining their behavior , for communicating with them , as already given in the case – they give polite smiles, head nods, polite denials, etc. – which are a form of non-verbal communication. George will have to understand the counterpart cultural people – they have tendency to communicate in a different manner than his own. He will have to notice the differences and see the non-verbal communications they are doing and what all these signs or gestures mean in their culture, would also be needed to know. From the case – we can make it – Chinese counterparts are giving polite smiles and denials – means they are putting their point but politely , with no intention to hurt anyone. They value their relationships here. They don’t say anything in a rush or bluntly and do the talking through signs. They might have some other hidden meanings in them too. So George should take some time to understand what they mean and then say or do anything in reply. One more thing that George can notice here is that they are ignorant about the minor issues , which George found out. Maybe they were hiding them to show that they are doing well, and want to avoid any uncertainty that can arise if the reviewer finds out their mismanagement and probable to take actions against them.
b) Some solutions to improve dialogue with Chinese employees – understand their ways of communication( verbal/non-verbal/oral/written/formal/informal) , find the differences in the same by comparing with your own , finding ways to overcome the differences, try communicating with them in their style or preference, avoid any errors ( can hire a facilitator), take certain pauses while communicating with them (as other language conversion is exhausting), give yourself and them some time to understand what message they are conveying and what message you are conveying, understand the perceptions being made and then reach a final assumptions. Always assume there are differences and not similarities.
Steps that might be important for carrying out a negotiation properly and make it successful are as follows –
Practice critical thinking
Study psychology and communications
Know yourself properly
Learn about negotiation styles and issues
Learn about the counterpart style and preferences
Understand the differences and change your expectations as per them
Then communicate with them in as good manner as you can
Identify what the opposite party wants (i.e. interests)
Be strong about your interests and goals as well
Persuade them according to your needs/interests
Avoid any errors that might occur
Keep alternatives in hand if any errors might occur
Understand their ways of doing the process
Then ask about their and your shared final recommendations
Then make a deal final, but still expect changes as per different cultural ways.
Most important of all- LISTEN CAREFULL AND ANSWER TACTFULLY.
MANJOT KAUR SANDHU