Managing Multi-Cultural Teams

The Human Element in

Global FM & BS Service Delivery

Simon WILSON

Cushman & Wakefield LLP

29th June 2011

Abstract

Managing Multi-Cultural Teams – the Human Element in Global FM & BS Service Delivery

By its very nature International outsourced FM & BS provision requires a geographically spread and

diverse organisation comprising both the client management and the service provider delivery teams.

Technology enables connectedness across different time zones, the use of English ensures a single

language for communication, and the corporate identities provide common cultural anchors. These

factors combined with a single strategic FM & BS delivery model often leads to a simplistic inflexible

belief that ‘one size fits all’.

However each member of the team brings a different cultural perspectives and understanding of the role of

the outsourced FM & BS service which adds significant complexity and can challenge the global

service model. Ultimately this can undermine the FM & BS teams’ cohesiveness and thus the overall

productivity.

This session explores some of the basic issues that need to be considered when building and maintaining

the essential human relationships across diverse multi-cultural virtual teams that are essential for

success.

This session draws on real life cases as well as the established literature on cross-cultural working and

team dynamics to provide a very timely reminder that FM & BS is a ‘People Business’ and that the

human element is critical to effective global FM & BS service delivery but is all too frequently forgotten

in the rush to implement new technologies and unified global ways of working.

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3

Managing Multi-Cultural Teams in FM & BS

“Organisation doesn't really accomplish anything.

Plans don't accomplish anything, either.

Theories of management don't much matter.

Endeavors succeed or fail

because of the People involved”.

Colin Powell

Ag

en

da

Managing Multi-Cultural Teams in FM & BS

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The ABC of best practice

Frameworks for understanding

What can go wrong

Why is this topical

The BIG issue

Why is this topical?

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Global

Regional

Local

Single / Bundled

Services

Managed

Services

Integrated

Services

Global Economy

Procurement

Economies of Scale

Globalisation

Technology

Centralisation

Regulatory Control

Supply Market

Latest Fad

There is a significant trend towards Global / Multi-regional FM & BS contracting?

Source: Cushman & Wakefield Research (2011)

The BIG ISSUE

6

≠

"When dealing with people, remember you are not dealing

with creatures of logic, but creatures of emotion."

Dale Carnegie

One Operating Model

Common Technology Platform

Accepted Procedures

Single Language

Unified MIS & Reporting systems

Shared Goals and Objectives

One Way of Operating

Common Perspective

Accepted Practices

Single Understanding

Unified Values

Shared Understanding of Outcomes

Multi-national FM & BS Contracts frequently adopt a ‘one size fit’s all’ approach

What can go WRONG

Culture is more often a source of conflict in

business than of synergy and cultural differences

are at best a nuisance and often a disaster.

Prof Geert Hofstede

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A Framework for Understanding (1)

Technology

Brand Values

Company Culture

Finance Systems and procedures

Education (possibly)

Work practices

Time

Hierarchy

Seniority

Relationships

Local Culture

ETIC worldview

the perspective of an outsider

We have to identify what is common to the team and what is specific to an element

EMIC worldview

the perspective of an insider or native

Source: Headland, Pike & Harris (1990) EMICS AND ETICS: The Insider/Outsider Debate

Dim

en

sio

ns

A Framework for Understand (2)

Source: Hofsteede (1983) Culture's Consequences: International Differences in Work-Related Values

Trompenaars & Hampden-Turner (1996) Seven Dimensions of Culture

We have to understand the Dimensions of Cultural Differences……

Individualism

Power

Emotion

Risk

Time Orientation

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The ABC of Practice

A

B

C

D

E

F

Communicate, Communicate, Communicate

Dimensions of Cultural Differences

Emic / Etic Understandings

Focus on Delivery & Outcomes

Build Trust

Accept there is an issue

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A Final Thought…..

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“The great paradox of the 21st century is that,

in this age of powerful technology, the biggest

problems we face internationally are problems

of the human soul.“

Ralph Peters

Discussion ???

Contacts Simon Wilson

Cushman & Wakefield Facilities Management

simon.wilson@eur.cushwake.com

+44 79 2080 2155

Susana Clarke

Cushman & Wakefield Barcelona

susana.clarke@eur.cushwake.com

+34 934 881881

Rafeal Mateu

Cushman & Wakefield Madrid

Rafeal.mateu@eur.cushwake.com

+34 917 810010