CCC Chapter 4 1

Cross Cultural Communication

Chapter 4Relationship & Rules

CCC Chapter 4 2

Learning Outcomes Learning of Five Dimensions how individuals

relate to other people :

Universalism Vs Particularism ( rules vs. relationships)

Communitarianism Vs Individualism (the group vs. the individual)

Neutral Vs Emotional ( the range of feelings expressed) Diffuse Vs Specific ( the range of involvement) Achievement Vs ascription ( how status is accorded)

CCC Chapter 4 3

Basis of Cultural Differences Relationship with people

Universalism Vs Particularism Individualism Vs Collectivism Neutral or Emotional Specific Vs diffuse Achievement Vs Ascriptions

Attitudes of time: Sequential and synchronic approach to time Achievement in the past and present Planning & Strategy

Attitude to the environment Who is powerful?

The world or the individual People see nature as something to be afraid of

CCC Chapter 4 4

Universalism Vs Particularism

This dimension defines how we judge people’s behavior.

Universalism: Rules for everyone Obligation to adhere to standards which are universally agreed to

by the culture in which we live Universalist, or rule based, behavior tend to be abstract

Particularism: particular obligations to people we know.

Particularist judgments focus on the exceptional nature of present circumstances.

This person is not “a citizen” but my friend or person of unique importance to me. I must therefore sustain, protect or discount this person no matter what the rule say

Figure 4.1

CCC Chapter 4 5

Recognizing the differenceUniversalism

Focus is more on rules Legal contracts are

readily drawn up A trustworthy person

is the one who honors their word or contract

There is only one truth or reality

A deal is a deal

Particularism Focus is on

relationship Legal contracts are

readily modified A trustworthy person

is the one who honors changing mutualities

There are several perspectives on reality

Relationships evolve

CCC Chapter 4 6

Universalist vs. Particularist orientations in different countries

Much of the research into this cultural dimension comes from USA

Stouffer & Toby Story highlights cultural differences among countries.

CCC Chapter 4 7

Universalist vs. Particularist orientations in different countries : Exercise 1 You are riding in a car driven by a close friend. He hits a

pedestrian. You know he was going at least 35 miles per hour in an area where the maximum allowed speed is 20 miles per hour. There are no witnesses. His lawyer says that if you testify under oath that he was only driving 20 miles per hour it may save him from serious consequences.

What right has your friend to expect you to protect him?1a My friend has a definite right as a friend to expect me to testify to the

lower figure.1b He has some right as a friend to expect me to testify to the lower figure1c He has no right as a friend to expect me to testify to the lower figure

What do you think you would do in view of the obligations of a sworn witness and the obligations to your friend?1d Testify that he was going at 20 miles per hour1e Not testify that he was going 20 miles per hour.

CCC Chapter 4 8

Universalist vs. Particularist orientations in different countries : Exercise

Figure 4.1 shows the result of putting these questions to variety of nationalities.

North Americans and most north Europeans emerge as almost universalist in their approach to the problem

Proportion falls to Under 75% for the French & Japanese In Venezuela 75% would lie to the Police to protect their friend. Another Key Difference :

Universalists’ feel as the seriousness of accident increases, the obligation to help their friend decreases

Paricularist cultures are more likely to support their friend as the pedestrian injury increases

Countries with strong universalist cultures try to use the courts to mediate conflicts.

CCC Chapter 4 9

Universalist vs. Particularist orientations in different countries : Exercise 2 You are a newspaper journalist who writes a weekly review of

new restaurants. A close friend of yours has sunk all her savings in a new restaurant. You have eaten there and you really think the restaurant is no good.

What right does your friend have to expect you to go easy on her restaurant in your review1a She has definite right as a friend to expect me to go easy on her restaurant

in my review..1b She has some right as a friend to expect me to do this1c She has no right as a friend to expect me to do this for her.

Would you go easy on her restaurant in your review given your obligations to your readers and your obligation to your friend?1d Yes1e No

CCC Chapter 4 10

Universalist vs. Particularist orientations in different countries : Exercise 3 You are a doctor for an insurance company. You examine a

close friend who needs more insurance,. You find he is pretty good shape, but you are doubtful on one or two minor points which are difficult to diagnose.

What right does your friend have to expect you to tone down your doubts in his favor?1a My friend has a definite right as a friend to expect me to tone downmy

doubts in his favor.1b He has some right as a friend to expect me to tone down my doubts in his

favor.1c He has no right as a friend to expect me to tone down my doubts in his

favor.

Would you help your friend in view of the obligations you feel towards your insurance company and your friend?1d Yes1e No

CCC Chapter 4 11

Universalism & Particularismin International Business

Universalist vs. Particularist Conflict areas in international business: :

The Contract Universalist Cultures : weighty contracts, implies consent to

the agreement and provide recourse if parties violate contract Particulaist Cultures : personal relationship important. In such

cultures, strict requirements with penalty clause may reflect lack of trust

Timing a business trip Universalist Cultures : North-American, British, Dutch, German

business people get to business talk immediately Particulaist Cultures : people get suspicious when hurried. It is

necessary to create a sound relational and trustworthy basis that equates the quality of the product with the quality of personal relationship.

CCC Chapter 4 12

Universalism & Particularismin International Business The role of head office

Universalist Cultures : head office hold the keys to global marketing, global production and global HRM

Particulaist Cultures : Different groups develop their own local standards. Higher commitment between employer and employee. Relationships are close and long lasting.

Job Evaluations and Rewards Universalist Cultures : Head office specify systems that all

expatriate managers are required to apply locally. All jobs to be described, all job occupants should have their performance evaluated against what their contracts specified they would do.HAY job evaluation system widely used in American businesses

Particulaist Cultures : More informal and adaptable. People may be selected informally and intuitively.

CCC Chapter 4 13

Reconciling universalism & Particularism

CCC Chapter 4 14

Reconciling Universalism and Particularism

Fig. 4.4 shows the beginnings of a vicious cycle.

Universalist approach at best helps us to avoid the pathologies of particularism taken too far; and particularist position needs to be taken to avoid the pathologies of universalism taken too far.

When two are working together – it becomes virtuous circle. Cross-cultural encounters can synergize and come out on a level much higher than any of the cultures could achieve of their own.

Fig. 4.5 shows the vicious circle : dilemmas of two horns

CCC Chapter 4 15

Reconciling Universalism and Particularism

CCC Chapter 4 16

Practical tips for doing business in universalist and particularist cultures

Refer to table 1 on pg.48 of the core text for recognizing the differences between two approaches

Refer to Table 2 on pg.49 for doing business with universalist / particularist cultures

Refer to Table 3 on pg.49 for details of when Managing and being managed