To understand the case we have to first understand the theories of cross culture management and motivation.... we would be later on moving to the introduction and issues at Dancom. The last but not the least would be the suggestions and their implication in relation to the “outsiders” at Dancom along with the mentioned theories.
When a company goes to other country for business there is lot of capital and resources that are invested. There is a very famous saying that “when in Rome do as Romans do”. It is always better to accept and then expect. When such large investment is made than the company should enter another countries market with an acceptance to what is the culture of that country. Culture of a country emphasis on individual behaviour. It influences the thinking process, consumption habits, communication process, etc.... and the list is endless. The failure to consider cultural universals results in a tendency to overemphasize cultural differences. Note that shared values do not necessarily mean shared or identical behaviour. The manner of expressing culturally universal traits still varies across countries. Music is a cultural universal, but that does not mean that same kind of music is acceptable everywhere.
Dancom (not the real name) is a large Danish company which is a world leader in some of its business areas. The organization culture explains about the cultural divergences in its everyday interaction between its subsidiaries in more than hundred countries and more than 20,000 employees worldwide. Dancom started its activities in Russia in 1993. The study is about representing different national backgrounds (Danes and Russians), and different age, gender, and department affiliations without any bias... [continues]
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