TCS12 - Fons Trompenaars - THT Consulting
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DILEMMAS IN SECURING THE BUSINESS
BENEFITS OF SOCIAL MEDIA
The Social Conference
Amsterdam, 9 February 2013
Fons Trompenaars
Your clients and partners
To Innovate is to Combine Values
That are not easily joined…
Approaching Dilemmas: Navigating Strategic Tensions
Therefore scarce...
Therefore profitable….
This approach leads to concrete and measurable actions…
Imp
ac
t
ReconcileResolve
Cultural Differences
ReconcileResolve
Cultural Differences
Realize and RootImplement
Reconciling Actions
Realize and RootImplement
Reconciling Actions
Time
RecognizeIncrease Awareness
RecognizeIncrease Awareness
RespectAppreciate
Cultural Differences
RespectAppreciate
Cultural Differences
Cultural DifferencesCultural Differences
Pre-conference survey
Participants were invited to complete an online survey about how
and why they use social media, and in the context of their work and
their organisation.
Analysis of some 123 respondents provided herein offers an
informative background to the context of the conference.
How much do you use social media and what for?
• Light user (sometimes passively consume information from social media sites, but do not contribute content)
• Medium user (actively participate in social media as member at least one social media site includes uploading content (e.g. photo’s, video’s)
• Heavy user (actively participate in social media as member of more than one social media sites includes uploading content (e.g. photo’s, video’s), providing status updates, entering into platform conversations, maintaining a personal blog, etc.
Most important dilemmas
On the one hand Rank On the other hand
Best decisions are made when
researching the issue, taking time for
reflection and reaching a conclusion over
period of time
most
Best decisions are made when having
real-time information available at our
fingertips and reacting instantaneously
based on the real-time insights
Individual knowledge and judgment is the
most effective basis for making the best
decisions
Second
Collective intelligence and distributed
knowledge is the most effective basis for
making the best decisions
A certain level of opacity and control over A certain level of opacity and control over
who has access to what information is
necessary to prevent sensitive information
from getting out and getting everyone
involved in decision making (= the 'need to
know' concept)
Third
Transparency and free sharing of all
information is critical to promoting trust
and making information available for
further elaboration and decision making
One-way communication works best for
spreading a critical message Fourth
Multi-way dialogue between more people
works best for spreading a critical
message
Hi Tech Fifth Hi Touch
Please define culture
What is Culture?
Please define culture
Explicit Culture
A model of culture
Implicit Culture
Is a dynamic process of solving human problems/dilemmas in the
areas of…
- Human Relationships
About Culture
- Time
- Nature
01/ The Car Accident
What happens to your friend?
01/ What right does your friend have?
A. My friend has a definite right as a friend to expect me to testify to the lower figure.
B. He has some right as a friend to expect me to testify to the lower figure. figure.
C. He has no right as a friend to expect me to testify to the lower figure.
01/ Dilemma
The top 2 of your corporate values are:
1. Integrity
INTEGRITY
2. We respect the cultures of others
Please discuss in the context of these values what your answer would be…
01
02
03
Universalism versus Particularism
Individualism versus CommunitarianismIndividualism versus CommunitarianismIndividualism versus Communitarianism
Neutral versus Affective Neutral versus Affective Neutral versus Affective
Specific versus Diffuse Specific versus Diffuse Specific versus Diffuse 04
05
06
07
Specific versus Diffuse Specific versus Diffuse Specific versus Diffuse
Achievement versus AscriptionAchievement versus AscriptionAchievement versus Ascription
Sequential versus SynchronicSequential versus SynchronicSequential versus Synchronic
Internal versus External ControlInternal versus External ControlInternal versus External Control
• Consistency
• Systems, standards
& rules
• Uniform procedures
• Demanding of clarity
Letter of the law
• Flexibility
• Pragmatic
• Make exceptions
• “It depends”
• At ease with ambiguity
Spirit of the law
01/ Universalism versus Particularism
• Letter of the law • Spirit of the law
87
90
91
91
92
93
93
97
Germany
Netherlands
Australia
United Kingdom
Sweden
USA
Canada
Switzerland
Friend has no/some right and would not help
01/ Universalism
32
37
44
47
54
64
68
69
73
73
83
87
0 20 40 60 80 100
Venezuela
Korea
Russia
China
India
Mexico
Japan
Singapore
Brazil
France
Czech Rep
Germany
Global Standards Cultural Diversity
Global versus Local
01/ Dilemma
Global Standards (Critical Mass)
Cultural Diversity (Differing solutions)
Glo
ba
l c
en
tra
lize
dGlobal Corporation
Global versus Local
Decentralized Multinational
Multi-Local Corporation
Glo
ba
l c
en
tra
lize
d
Global versus Local
Decentralized Multinational
Transcultural Corporation
International Corporation
Universalism versus Particularism Universalism versus Particularism Universalism versus Particularism
Individualism versus Communitarianism
Neutral versus AffectiveNeutral versus AffectiveNeutral versus Affective
Specific versus Diffuse Specific versus Diffuse Specific versus Diffuse
01
02
03
Specific versus Diffuse Specific versus Diffuse Specific versus Diffuse
Achievement versus AscriptionAchievement versus AscriptionAchievement versus Ascription
Sequential versus SynchronicSequential versus SynchronicSequential versus Synchronic
Internal versus External ControlInternal versus External ControlInternal versus External Control
04
05
06
07
a) One said: ‘It is obvious that if one has as much
freedom as possible and the maximum
opportunity to develop oneself, the quality of
one’s life would improve as a result.’
02/ Individualism versus Communitarianism
b) Another said: ‘If the individual is continuously
taking care of his or her fellows then the
quality of life for us all will improve, even
if it obstructs individual freedom and
individual development.’
60
61
61
63
64
65
67
69
71
89
Russia
Sweden
UK
Australia
Finland
Netherlands
Denmark
USA
Canada
Israel
Percentage opting for individual freedom
02/ Individualism
30
32
37
39
41
41
42
44
44
52
53
60
0 20 40 60 80 100
Egypt
Mexico
India
Japan
France
China
Singapore
Indonesia
Brazil
Italy
Germany
Russia
60
65
69
31-40
21-30
<20%
02/ Individualism: age
Percentage opting for individual freedom
39
41
44
60
20 40 60 80
>60
51-60
41-50
31-40
Differences by age
Most important dilemmas
On the one hand Rank On the other hand
Best decisions are made when
researching the issue, taking time for
reflection and reaching a conclusion over
period of time
most
Best decisions are made when having
real-time information available at our
fingertips and reacting instantaneously
based on the real-time insights
Individual knowledge and judgment is the
most effective basis for making the best
decisions
Second
Collective intelligence and distributed
knowledge is the most effective basis for
making the best decisions
A certain level of opacity and control over A certain level of opacity and control over
who has access to what information is
necessary to prevent sensitive information
from getting out and getting everyone
involved in decision making (= the 'need to
know' concept)
Third
Transparency and free sharing of all
information is critical to promoting trust
and making information available for
further elaboration and decision making
One-way communication works best for
spreading a critical message Fourth
Multi-way dialogue between more people
works best for spreading a critical
message
Hi Tech Fifth Hi Touch
02/ Dilemma Reconciliation
Case Study:
Independence versus Dependence
The Individual and the Team
Independence versus Dependence
Approaching the second most important dilemma(individual/team decisions)
Ind
ivid
ua
l k
no
wle
dg
e a
nd
ju
dg
me
nt
for
eff
ec
tive
de
cis
ion
ma
kin
g
9%Cutting through the Gordian
Knot
Pooled Possibilities for
Personal Choice
Collective intelligence and distributed knowledge for making the best decisions
Ind
ivid
ua
l k
no
wle
dg
e a
nd
ju
dg
me
nt
for
eff
ec
tive
de
cis
ion
ma
kin
g
Group Think
91%
01
02
03
Universalism versus ParticularismUniversalism versus Particularism
Individualism versus CommunitarianismIndividualism versus CommunitarianismIndividualism versus Communitarianism
Neutral versus Affective Neutral versus Affective Neutral versus Affective
Specific versus Diffuse04
05
06
07
Specific versus Diffuse
Achievement versus AscriptionAchievement versus AscriptionAchievement versus Ascription
Sequential versus SynchronicSequential versus SynchronicSequential versus Synchronic
Internal versus External ControlInternal versus External ControlInternal versus External Control
04/ Specific versus Diffuse
PUBLIC
04/ Specific versus Diffuse
PRIVATE
04/ Specific versus Diffuse
Specific Relationship
PUBLICPRIVATE
04/ Specific versus Diffuse
04/ Specific versus Diffuse
No Relationship
PRIVATEPRIVATE
04/ Specific versus Diffuse
PRIVATEPRIVATE
Diffuse Relationship
04/ Specific versus Diffuse
PRIVATE
Danger Zone
PUBLIC
04/ Specificity
The colleague argues:
You don’t have to paint the house if you don’t feel like it. He is your boss
in the company. Outside the company, he has little authority
A boss asking to paint his house
The subordinate argues:
Despite the fact that I don’t feel like it, I will paint the house anyway. He is
my boss and you cannot ignore it outside your work either.
71
78
80
82
87
88
89
91
91
Japan
Australia
Brazil
USA
Canada
UK
Denmark
Netherlands
Sweden
Would not paint the house
04/ Specificity
32
46
47
52
58
65
66
67
69
70
71
0 20 40 60 80 100
China
Nigeria
Kuwait
Venezuela
Singapore
Korea
Belgium
Greece
Thailand
Mexico
Japan
04/ Communication in high and low context
Diffuse A larger context
(from general to specific)
SpecificA smaller context
(from specific to general)
Most important dilemmas
On the one hand Rank On the other hand
Best decisions are made when
researching the issue, taking time for
reflection and reaching a conclusion over
period of time
most
Best decisions are made when having
real-time information available at our
fingertips and reacting instantaneously
based on the real-time insights
Individual knowledge and judgment is the
most effective basis for making the best
decisions
Second
Collective intelligence and distributed
knowledge is the most effective basis for
making the best decisions
A certain level of opacity and control over A certain level of opacity and control over
who has access to what information is
necessary to prevent sensitive information
from getting out and getting everyone
involved in decision making (= the 'need to
know' concept)
Third
Transparency and free sharing of all
information is critical to promoting trust
and making information available for
further elaboration and decision making
One-way communication works best for
spreading a critical message Fourth
Multi-way dialogue between more people
works best for spreading a critical
message
Hi Tech Fifth Hi Touch
Approaching the most important dilemma(information for decision making)
de
cis
ion
s a
re m
ad
e w
he
n h
avin
g
tim
e in
form
ati
on
at
fin
ge
rtip
s
Chronic Distraction
Muddling with a Purpose
62%
Best decisions are made when researching the issue
Be
st
de
cis
ion
s a
re m
ad
e w
he
n h
avin
g
rea
l-ti
me
in
form
ati
on
at
fin
ge
rtip
s
Weight of the evidence
38%
Most important dilemmas
On the one hand Rank On the other hand
Best decisions are made when
researching the issue, taking time for
reflection and reaching a conclusion over
period of time
most
Best decisions are made when having
real-time information available at our
fingertips and reacting instantaneously
based on the real-time insights
Individual knowledge and judgment is the
most effective basis for making the best
decisions
Second
Collective intelligence and distributed
knowledge is the most effective basis for
making the best decisions
A certain level of opacity and control over A certain level of opacity and control over
who has access to what information is
necessary to prevent sensitive information
from getting out and getting everyone
involved in decision making (= the 'need to
know' concept)
Third
Transparency and free sharing of all
information is critical to promoting trust
and making information available for
further elaboration and decision making
One-way communication works best for
spreading a critical message Fourth
Multi-way dialogue between more people
works best for spreading a critical
message
Hi Tech Fifth Hi Touch
Approaching the third most important dilemma(‘need to know’ versus transparency)
Pre
ve
nt
se
ns
itiv
e in
form
ati
on
fro
m
ge
ttin
g o
ut
23%
Official Secrets for Insiders Only
Sharing with those who might
complete the picture
Transparency and free sharing of all information is critical to promoting trust
Pre
ve
nt
se
ns
itiv
e in
form
ati
on
fro
m
Public Secret
77%
01
02
03
Universalism versus ParticularismUniversalism versus Particularism
Individualism versus CommunitarianismIndividualism versus CommunitarianismIndividualism versus Communitarianism
Neutral versus Affective Neutral versus Affective Neutral versus Affective
Specific versus Diffuse Specific versus Diffuse Specific versus Diffuse 04
05
06
07
Specific versus Diffuse Specific versus Diffuse Specific versus Diffuse
Achievement versus Ascription
Sequential versus SynchronicSequential versus SynchronicSequential versus Synchronic
Internal versus External ControlInternal versus External ControlInternal versus External Control
05/ Achievement versus Ascription
What You Do Who You Are
STATUS ?
• Family
• Age
05/ Achievement versus Ascription
Aspects of ascribed status…
• Gender
• Education
‘The most important thing in life is to act as really suits you, even
if you don’t get things done’
05/ Achievement versus Ascription
if you don’t get things done’
344040
4249
5456
6569
76
SwitzerlandGermany
BrazilSingapore
DenmarkSweden
UKCanada
AustraliaUSA
%
Percentage not agreeing with acting as really suits you
05/ Achievement versus Ascription
41213
2021
2628
3031323334
0 20 40 60 80 100
EgyptArgentina
Czech RepublicKorea
PolandJapanChina
RussiaMexico
Hong KongFrance
Switzerland
05/ Achievement versus Ascription
Pe
rfo
rma
nc
e S
tatu
s(1,10) Lost democratic leadership (10,10) The Servant Leader
Attributed status by seniority or role
Pe
rfo
rma
nc
e S
tatu
s
(10,1) Follow the Leader
05/ Achievement versus Ascription
Changes in Ascription-Achievement over last 10 years(mean for Western European countries)
Older = more achievement
Younger = more ascribed
Especially in value
orientations related to
2010-2012Increasing divergence between ‘at work’ and ‘personal life’ cultural
orientations
achievement
Especially in business
related value orientations
related to personal life
Barriers
What are the main barriers you see that hinder your company adopting social media in a business context?
(Current v Ideal) Stages of developmentin using Social Media for business
Trompenaars’ model of Corporate Culture
Eg
ali
tari
an
Incubator Guided missile
ORGANIZED CHAOSMBPLEARNING
STRATEGYMBOPAY FOR PERFORMANCE
Person oriented Task oriented
Hie
rarc
hic
al
Family Eiffel tower
NETWORKMBSPROMOTION/POWER
STRUCTUREMBJDEXPERTISE
Four Corporate Cultures
Egalitarian
Person Task
Hierarchical
Person Task
Egalitarian
Person Task
Exnovation!
Hierarchical
Person Task
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