Inter-cultural Management: Part III: The Global Strategy

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Document No # 3

 “Inter-Cultural Management:

Managing and Doing Business

Across-Cultures”

GLOBAL STRATEGY

By Samuel Sinayigaye, Eng, MSc, MBA

(Currently, the author is a participant in the ISM Ph D Program)

July-2008

Acknowledgment:

     Acknowledgement is addressed to Dr. Peter Horn of ISM who is also my Thesis Director. Without his full support and encouragement, this paper would not exist.

1.        Abstract

This document presents a good understanding and mastering of the needed cross-cultural management skills. The paper represents a brief research report on managing global negotiations, mastering multicultural meetings, managing the global workforce-including multicultural teams and conducting training sessions across cultures. According to Prof. Peter Horn (2005) of the International School of Management, today’s senior international business managers need to have and master cross-cultural skills more than ever before. Elashmawi (2001)asserts that culture is a fascinating concept that has so many applications, whether between nations, organizations, or peoples. Communicating effectively across cultures, negotiating at a global scale, and conducting international business are always challenging. And, inability to deal with differences and diversity in human cultures is a sign of weakness and obsolescence in leaders. Francesco & Gold (2005) sustain that every international manager has responsibility for effectively managing human resources and Mello (2006) advises us that global human resource management differs from domestic HRM because the former presents some unique contingencies. The paper borrows mainly from the recommended textbook Elashmawi (2001), from Francesco & Gold (2005) and from several other sources such as Mello (2006), Lewis (2004), etc. All sources used are listed at the end of this assignment.

  1. Multicultural and Global Business Strategy

2.1        Developing a Strategic Vision  

        2.1.1        Company Mission Statement

Thompson & Strickland (2003) write that a clear entrepreneurially astute strategic vision is a prerequisite to effective strategic leadership. Corporate managers cannot function as either leaders or strategy makers without a future-oriented concept of the business. TNSD Ltd managers have three discernible tasks in forming a strategic vision and making it a useful direction-setting tool, and communicating the strategic vision to all employees:

- Coming up with a mission statement that defines what business the company is presently in and convey the essence of “who we are, what we do, and where we are now”. - Using the mission statement as a basis for deciding on a long-term course, making choices about “where we are going”, and charting a strategic path for the company to pursue. -Communicating the strategic vision in clear, exciting terms that arouse organization wide commitment.

Example of Software Limited: “Our mission is to enhance existing leadership, improve it and maintain the achieved clear leadership worldwide in electronic software sales but, mostly in Asia, Europe, North America and the Middle-East”. This mission statement brings us to the Company Strategic Vision, which follows: 

-Who are we? There is no shame in repeating and making it known “who we are”:

“We are a Multicultural Software Selling Company, competing in Asia, Europe, North America and the Middle-East”

-Where are-we going? “We are committed to providing genuine value to the company’s stockholders, including our customers, shareholders, dealers, employees, and communities”. In support of this commitment, we aspire to:

(1). “Grow and pursue leadership positions in each of its business markets”;

(2) “Achieve world-class performance by attaining a strong competitive advantage in target markets”

(3) “Exceed customer expectations for quality and value” and

(4) “Earn in excess of the cost capital over a business cycle”.

Our unique intangible assets are our software technical qualities, our multicultural management skills and our long and special relationship with employees, dealers and other business partners around the world. 

-How will we measure our performance? “Each target marketplace will make a positive contribution to the Company’s objectives in pursuit of creating genuine value for our stockholders and our scorecard will include: 

Human resources-Employees leadership, recruitment, satisfaction, training, compensation and career development;

Customer focus-Loyalty, market leadership;

Business Process: Quality, cost and multicultural awareness;

Business result: Return on assets and sales growth.

(Thompson & Strickland 2003, pages: 32-33).

  1. Implementing the Chosen Global Strategy:

Harvey et al (2000) assert that multinational organizations face a series of challenges as they progress into a more global perspective and as rivalries for global competitiveness intensify. Implementing an organization’s global strategy across-borders is one of the most difficult tasks of today’s international managers because of so many cultural and complex challenges. The evolution to a global orientation requires organizations to develop the ability to amass top management teams (TMTs) in both the headquarters and subsidiary locations with converging competencies and a multicultural strategic orientation (Sambaharya 1996, cited in Harvey et all 2000, pg. 382). This multicultural orientation enables management to strategically act globally while addressing the competition in local markets effectively (Ghoshal & Barlett, 1997, cited in Harvey et al). Although this multicultural orientation facilitates effective global management, it also creates cognitive diversity across the TMT that needs to be managed proactively. Managing this cognitive diversity requires a global staffing strategy that enables global consistency among various managerial pools and the foreign subsidiaries.

When expanding business abroad, an organization will have to deal with two syndromes:

Individualism versus collectivism:

 Azevedo, Drost, & Mullen define individualism as an emphasis on the self as separate from others, and as an end in itself (Gould & Kolb 1964)

In collectivism, the self often overlaps with a group (a family, a club, or a firm, etc.). Triandis (1989) suggests that members of an individualist culture share a similar tendency to draw upon private or self-related cognitions, while members of a collectivist culture sample more collective or group-based cognitions.

Macnamara (2004) argues that multiculturalism is an important concept as a number of writers in Asia, Eastern Europe and other non-Western cultures have been warning for some time of the dangers of ethnocentricity, which is a concept underlying globalization. There are fundamental cultural differences that govern social, political and business practices in different countries. Banutu-Gomez (2002) cites errors American or western managers and leaders make in developing countries. Americans and/or Westerners are not aware of how their own culture can interfere with developing an appreciation for the cultures of other peoples.  

Banutu-Gomez (2002) suggests that, to be effective in cross-cultural management, expatriate managers should get trained in multi-cultural awareness, also called diversity training. Hempel 1998 reminds that it is always important to use Hofstede (1980 & 1993)’s five cultural dimensions that are power distance, uncertainty avoidance, masculinity, individualism/collectivism, and long-term orientation.

  1. Recommendations to international managers

Elashmawi (2001), Lewis (2004) and Francesco & Gold (2005) suggest that any strategy to be implemented in Europe, North-America, Asia and the Mid-East should be based on the cultural differences and values of countries where subsidiaries are located or in which business will be conducted. Thus, our company should avoid making the same errors (as the ones described by Banutu-Gomez (2002) above in Asia and the Mid-East. Asian and Arab countries have collectivist cultures; trying to manage business within individualistic (Western) styles would be an error. International managers must be aware of it.

2.4        International Corporate Strategy and SHRM:

Mello (2006) advises us to link strategic human resource management with the main company’s overall strategy. In fact, since we want to attain an indisputable competitive advantage in all our target marketplaces, it is imperative we consider our human resources as an undeniable competitive asset and/or investment. Indeed, It is indicated that the Company will use its human resources as a measurement tool for performance. Many scholars and corporate decision makers, including Mello (2006), have realized that human resources play at least as significant a role as advanced technology, financial investment and economies of scale do when it comes to competing successively in the new global business environmental conditions. This new concept has been called strategic human resource management (SHRM) and implies that human resources management functions are not anymore limited to files and office administration. Good HRM constitutes a reliable asset that competitors can never match or steal. Exploring international human resource management issues, Francesco & Gold (2005) sustain that the approach to IHRM often reflects an organization’s international corporate strategy. These issues become more complex because firms usually attempt to treat their workforces equitably, yet in culturally appropriate manner. In addition, organizations often send employees to assignments outside their home countries, creating special concerns for the organization and for these employees. Senior human resource managers should participate in the international strategic planning process, and an organization’s overall corporate strategy usually determines the approach to managing and staffing subsidiaries. Francesco & Gold (2005) conclude that there are four major approaches to managing and staffing subsidiaries: ethnocentric, polycentric, regiocentric and geocentric. The field of international human resource management (IHRM) includes the management of human resources in global corporations, the management of expatriate employees and the comparison of human resource management (HRM) practices in a variety of different regions and countries where the firm has subsidiaries. Therefore, we can easily conclude that IHRM and SHRM play an identical role in global and in an effective multicultural management of a company.     

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  1. Choosing an Approach to Global HRM

Although the overall international corporate strategy determines which of the four approaches to IHRM, Francesco & Gold (2005) argue that the six following factors, in host countries, have influence: political and legal concerns, level of development, technology and nature of the product, organizational life cycle, age and history of the subsidiary, organizational and national cultural differences. I’d add the Labor Unions power level.

Thus, there is no better approach to be recommended except the fact that managers should remain vigilant and flexible and monitor developments in each regional subsidiary.

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