Cross Cultural Management- Dancom Case Study
Drawing on theories of both cross cultural management and motivation, discuss the factors influencing the contrasting behaviour of both the hosting insiders and outsiders at Dancom. What could be done to help the outsiders become more involved?
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 of
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 of
References: Books Sak Onkvisit (San Jose State University) and John J. Shaw (Providence College), 2000, International Marketing-Analysis and strategy (third edition), published by Pearson Education, Inc. Websites http://en.wikipedia.org/wiki/Abraham_Maslow#Maslow_hierarchy (visited on 26th November 2007) http://psychclassics.yorku.ca/Maslow/motivation.htm (visited on 26th November 2007) http://en.wikipedia.org/wiki/Hofstede (visited on 28th November 2007) http://www.kwintessential.co.uk/intercultural-business-communication/tool.php?culture1=23&culture2=51 (visited on 1st December 2007) http://stephan.dahl.at/intercultural/Hofstede_dimensions.html (visited on 30 November 2007)