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Cross-Cultural Training Overview: Germany and Brazil
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Transcript of Cross-Cultural Training Overview: Germany and Brazil
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Cross-Cultural Training Overview:Germany and Brazil
27th April 2011
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Moe Dealey - Managing Director
Richard Godwin – Sales Director
Zdenka Faustino – Head of Latin American Training
Carl Selby – Cross-Cultural Training Coordinator
Suzanne Macdonald – Head of Continental European Training
The Culture Bridge Team
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Culture bridge was founded in 1997, the organisation originated from United Kingdom, where they began in a small office in Wandsworth, London.
In 2001 prior to the recession, the organisation moved over to Dusseldorf, Germany. Culture Bridge since 1997 have built up strong relationships with numerous multi-national blue
chip energy companies , working along side them to offer cross culture training- ranging from long and short term support.
Culture Bridge
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Kirsten SchwabAge:35
Occupation: Project Manager for RWEMSc (Hons) Engineering Management
Employment HistoryWorked with IBM from 1996-1997Headhunted by BP in 1997 – 2001
Applied for Assistant project management job with Eon in 2001, led to project manager till
2005.Spent a year in germany being trained by
nufnarff on trading platforms2006- Joined RWE – shadowed project manager before they left and now runs all major projects
Extremly competitiveHighly spoke of in the
energy sectorKnowledge of basic
spanish
No previous international assignments
Has travelled, but no longer than two/three
weeks at time
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Strategic Managers
Programme manager
Developers (programme
rs, architects
etc)
Users
Business Analysts
Front office traders
LogisticsH.R.
Project manager
User experience
Middle sales
Kirstens Hierarchy in Brazil
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I’ve a lot of minature diagrams to go into this, will possibly take two / three powerpoints as it involves her team and her role, I’ve matched her role up with previous experience with eon who are based in Dusseldorf- seems to be main city in germany where all the energy co’s are . I’ve also managed to get hold of a trading system built for Eon and have been given permission to use this, if we need it- just a fancy diagram that can go in the power point. I’ve also sent the website link before l publish it, I’ve wrote my blurb about myself, if you guys like the sound of it then l know what to go by. I’ve also given ourselves little moto’s- they are in italic writing on the website, have a look and tell me if you want it edited . I’ve everything done more or less just editing etc, but figured if you guys see this and are happy then when im back or before it l can start getting on board with section c and can mess around with the design of powerpoint, then when im back it’s a case of running through it (hopefully).
Kirstens assignment
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Culture Bridge: Bridging The Gap
Cultural Awareness
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Capital city Brasilia
Language Portuguese
Population approx. 187 million (62% under age of 29)
Climate mostly tropical, but temperate in south
(average temperature 22-27°C)
Religion Roman Catholicism
Government Federative Republic
Economy largest in South America, 7th largest in the
worldhttp://www.brazil.org.uk/, http://www.suapesquisa.com/clima
Brazil
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Germany
020406080
UAI PDI IND MAS
7665 69
3838
67
3868
Adapted from Hofstede & Hofstede (2005) from Luthans & Don (2009)
Hofstede`s Dimensions
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Cultural Differences GERMANY Polychromic culture When invited for dinner arrive on
time Written communication is
favoured Honest, rational, say what they
think (literal and direct culture) Doing culture
BRAZIL Relaxed and flexible approach to
time Arrival at dinner should be at
least 30 min later Face to face communication
preferred Small lies told to avoid
confrontation, not to hurt anyone`s feelings (coded and diplomatic culture)
Being culturehttp://www.worldbusinessculture.com, http://www.kwintessential.co.uk
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GERMANY (65%)
Belief in experts and their knowledge
Technical skills and strong and clear leadership required
Methodical approach with clear indentified goals
Considerable amount of preparation and in depth planning (meetings, schedule, etc to avoid ambiguity)
Lots of rules and regulations
BRAZIL (76%)
Highly structured “Custo Brazil” – real cost of
business (legal & bureaucratic complications, etc)
Law, rules, regulations and religion used to avoid uncertainty
http://www.worldbusinessculture.com, Hofstede, G, (2002) "Difference and danger: cultural profiles of nations and limits to tolerance" from Albrecht, M,
Uncertainty (UAI)
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GERMANY (38%)
Decentralized and flatter organizational structure (functional structure)
Equal qualifications Exercise of power is more flexible Strong respect for authority
(formal relationships, even in public)
BRAZIL (69%)
Very hierarchical, decisions made at most
senior levels
Clear instructions are necessary if task to
be performed fully
Lot of internal politics
Understanding of the corporate power
structure is important
Relationships and personality come
before business
http://www.worldbusinessculture.com
Power distance (PDI)
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GERMANY (67%)
Competence over seniority Free market economy encourages
individualistic tendencies Status and position is based on
individual achievements Business and family life is
separate
BRAZIL (38%)
Seniority over competence Publicly own companies
encourage collective culture Loyalty and trust over individual
needs (relationships orientated) Importance of family (also evident
in business culture)
Adapted from Malinak (2007) from http://www.communicaid.acom, http://www.worlbusinessculture.com
Individualism/Collectivism (IND)
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GERMANY (68%)
Professional goals are more important than personal
Assertive, tough, competitive and focused on material success
Work balance is of low importance
Gender quality Emotion is seen as weakness
BRAZIL (38%)
More caring for others, less self centered
More emphasis on work balance (quality of life)
Traditional values (dominance of men in workplace, although business women are treated fairly)
Very tactile and emotive culture
www.kwintessential.co.uk
Masculinity (MAS)
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DO`S
time spent on building relationships is never wasted
Pay attention to your appearance Do your homework (“custo brazil) Use local legal expertise Manage Learn language Make sure you deal with decision
maker Be yourself, be honest
DON`TS
Show feeling of frustration or impatience
Publicly criticize your Brazilian counterparts
Worry if agendas at meetings are not followed
Change your negotiating team Rely on emails to give
information Be detached Avoid the use of humor in
business situations Speak Spanish
Adapted from Malinak (2007) from http://www.communicaid.com, http://www.worlbusinessculture.com
Brazil
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Culture Bridge: Bridging The Gap
The Training Programme
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To provide an understanding of the challenges of working in a different country and culture
To help Kirsten be more effective in Brazil, by giving her a knowledge of local business challenges, customs and practices and the business environment in Brazil
Enabling Kirsten to develop a positive relationship with contacts in Brazil from day one (colleagues, suppliers and customers)
To raise awareness of ‘culture shock’ and to advise on ways to overcome it
To maximise RWE’s chances of success in Brazil
Learning Objectives/Outcomes
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Training Methods and Tools Pre-Training Preparations Training Schedule and Content
◦ Prior to Departure◦ Post Arrival◦ Post Return
Cost Benefits Review Questions
Training Overview
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Classroom seminars (face-to-face, one-to-one)
Online courses and videos Role plays and behaviour modelling Reading materials Paper-and-pen tests
Training Methods and Tools (1)
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‘Rosetta Stone’ language learning software Case studies Orientation upon arrival On-the-job coaching and training Business games and quizzes
Training Methods and Tools (2)
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Dynamic Immersion methods Used by enterprise, Governments,
educational establishments
(images)
Rosetta Stone
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Quickly ascertain Kirsten’s current knowledge of the destination country. Completed online with instant marking and feedback.
Intercultural Quizzes
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(insert video of Brazilian man)
Training Video
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Balance of Training
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Training Methods and Tools Pre-Training Preparations Training Schedule and Content
◦ Prior to Departure◦ Post Arrival◦ Post Return
Cost Benefits Review Questions
Training Overview
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Needs Assessment / readiness level measurement◦ How CB will determine her readiness – what tests done
Online test – worldbusinessculture.com example Amount, content and type of training depends on:
◦ Client knowledge of destination culture◦ What level expected by RWE◦ Kirsten’s role in the assignment◦ Assignment type (functional)
Kirsten’s learning styles
Observation, testing, experience, anecdotal evidenceVisual, auditory, kinaesthetic training etc
Language training (Rosetta Stone) Key industry vocabulary
Pre-Training Preparations
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Honey & Mumford
Learning Styles
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Training Methods and Tools Pre-Training Preparations Training Schedule and Content
◦ Prior to Departure◦ Post Arrival◦ Post Return
Cost Benefits Review Questions
Training Overview
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1. Working Overseas◦ An introduction to international work assignments
2. Brazil: Overview◦ Geography, location, climate, politics, history, currency, tax, housing, local laws,
values and customs, national holidays, natural disasters
3. Everyday Life In Brazil◦ Safety and security, transportation and travel, communication, embassy and
consular contacts, banking, health and medical services, dress code, shopping hours of business
4. Language Training◦ Advanced Portuguese, and industry-specific vocabulary
5. Cross-Cultural Business Training◦ Business Etiquette, Culture Shock
Prior To Departure
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Training Methods and Tools Pre-Training Preparations Training Schedule and Content
◦ Prior to Departure◦ Post Arrival and During Assignment◦ Post Return
Cost Benefits Review Questions
Training Overview
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Recap of pre-departure material
Meet-and-Greet◦ Tour of the area, meet colleagues, suppliers and customers
Cultural Awareness and Sensitivity◦ Common mistakes
Doing business in Brazil◦ How business is done, running meetings, leadership, grievance, managing virtual teams
Homesickness◦ When it will happen, its likely symptoms, overcoming it
Ongoing Language Training
Ongoing support throughout the assignment◦ By telephone and videoconferencing.◦ Three-monthly face-to-face meetings
While Kirsten is on Assignment
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Training Methods and Tools Pre-Training Preparations Training Schedule and Content
◦ Prior to Departure◦ Post Arrival and During Assignment◦ Post Return
Cost Benefits Review Questions
Training Overview
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Re-Integration◦ The industry environment
Reverse Culture Shock
Post-Return
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All packages tailored to the client
Typical Costs:Prior to departure◦ £1800 per full day, per person◦ £900 per half-day, per person
Whilst Kirsten on assignment◦ £1000 total, for access to support and quarterly meetings
Post-return◦ £300 for half-day workshop
Industry average training = £2500 per day!
Cost
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Efficient, targeted training for Kirsten based on a thorough evaluation of her requirements
Industry-specific, up-to-the-minute training “Get It Right First Time” whilst on assignment –
with no costly or embarrassing mistakes Helping Kirsten build understanding and trust
with contacts, and to develop her professional network in Brazil
Full start-to-finish support throughout the assignment
A happy Kirsten!
Benefits Recap
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Any Questions?
Thank You
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ReferencesAdler, N., 2002. “How do cultural differences affect organisations? “ from Alder, N., International dimensions of organizational behaviour, Thomson South Western, pp 45-72. Available from: http://site.ebrary.com/lib/bournemouth [Accessed March 2011].
Cole, T., 2011. German Blue Chips agree compromise on gender quotas. Mail on Sunday Financial Mail Women’s Forum. 5 April. Available from: http://www.fmwf.com/media-type/news/2011/04/german-blue-chips-agree-compromise-on-gender-quotas/ [Accessed 18.4.11].
Embassy of Brazil in London. 2011. Economy and Trade. Available from: http://www.brazil.org.uk/ [Accessed March 2011].
Gullahorn, J. T. and Gullahorn, J. E., 1963. An Extension of the U-Curve Hypothesis, Journal of Social Issues, 19, 3, 33-47.
Hofstede, G. 1991. Cultures and organisations: Software of the mind. London : McGraw Hill.
Hofstede, G, 2002. "Difference and danger: cultural profiles of nations and limits to tolerance" from Albrecht, M, International HRM : managing diversity in the workplace pp.9-23, 658.3008/ALB: Blackwell Publishers.
ITIM International, 2009. Geert Hofstede Cultural Dimensions. Available from: http://www.geert-hofstede.com/hofstede_germany.shtml [Accessed March 2011].
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Kwintessential. Brazilian society & culture. Available from: http://www.kwintessential.co.uk [Accessed April 2011].
Luthans, F., and Doh, J, P., 2009. International Management – culture, strategy, and behaviour. 7 th ed. New York : McGraw Hill.
Mumford, A., 1995. Learning Styles and Mentoring. Industrial & Commercial Training. 27 (8), 4-7.
Malinak, C., 2007. M A. Intercultural Communication. CIA World Factbook. Available from: http://www.communicaid.com [Accessed April 2011].
Sua pesqusa. 2008. Clima do Brasil. Available from: http://www.suapesquisa.com/clima [Accessed April 2011].
Worldbusinessculture. Doing business in Germany. Available from: http://www.worldbusinessculture.com/Business-in-Brazil.html [Accessed March 2011].
Worldbusinessculture. Doing business in Germany. Available from: http://www.worldbusinessculture.com/Business-in-Germany.html [Accessed March 2011].
References (continued)].