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5 Cards in this Set
- Front
- Back
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This case is about culture, cross-cultural communications, and market research. Identify key themes it illustrates about each of these topics, and their relationship with international marketing. |
Ethnocentric behaviour, collectivism/individualism- in group and out group, self-reference criterion (unconscious reference to ones own culture), cultural differences made the instructions impossible to understand and the Chinese couldn't question him due to cultural reasons. All interviewers had to be on the same page for results |
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Why did Candice Woo not simply ask Jean Habib about his briefing of the fieldwork interviewers and the subsequent lack of contact with them? |
Low context/high context cultures: Jean comes from low context culture so direct whilst the employees are high context so don't want to show disagreement. Saving face also. |
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Make a listing of the Asian (specifically, Singaporean Chinese) cultural factors at play in this case study. In doing so, examine the behaviour, likely attitudes and perceptions of the Singaporean people involved here. |
- saving face - in group- collectivism - Power distance (low and high) - When you come into a situation like that, yes you have to just say why your an international manager and leave it over to the facilitator. |
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Explore the terms ‘self reference criteria’ and ‘ethnocentricism’. Is there evidence of either of these at play in the case? Why? |
Self-Reliance Criteria: unconscious bias towards someone else's culture based on previous knowledge and experience when making decisions, based on your own culture as the norm. When he came in and took the room. This was a way to gain authority in Aus, but not in that situation in Singapore. Ethnocentricism: expects people to talk to him about their issues, but this didn't work in Singapore as there's a strict chain of command. 'childsplay' and them not understanding what this was. |
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Write a critique of Jean Habib’s interactions with the omnibus fieldwork interviewers and outline possible mistakes that were made. Propose four key recommendations to Jean that relate to his new role as the omnibus manager. |
- Too direct with his communication: become apart of the in-group first, have lunch together and he pays. - Pushed Wendy out of the picture: have her in on the first meeting and let her take it and her introduce him. - Asking if anyone didn't understand anything- high/low context weren't going to answer that especially with face concerns. Ask for feedback through Wendy and offer his contact details for people to visit/ask questions. - Didn't understand the culture. Arrive a week before and absorb the culture. |
