Cultural Differences In A Global Marketplace

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Cultural Differences In A Global Marketplace

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Speedy Jet Shipping has recently acquired several overseas business units including stations in Russia, South Korea, and Japan. These acquisitions are part of Speedy Jet’s global expansion plan to increase market share in key markets. In order to facilitate the process of integrating the businesses into one company and to promote the sharing of knowledge between the domestic and foreign counterparts, Jim Buffet, the president of the Speedy Jet has decided to blitz the new sister companies with an infusion of “Good Ole” American know how. Jim will restructure the new businesses so that their methods, organization, and workforce closely resemble the domestic branch. The president’s plan includes instilling the new arrivals with a strong work ethic, love of long hours, and a “git’r’done” attitude. He intends to do this by sending some of his top staff to these key overseas locations. Jim’s instructions were clear before he sent his staff “We ain’t serving no “cheeseburgers in paradise” so I want you to whip these outposts into shape but by all means be polite and respectful of their culture.”

Chosen for the task of visiting the Russian headquarters was “Big” John Wayne. Upon arriving he was greeted by the General Manager of the Russian branch Yule Popov, his wife Yvonne, and Fred Smith an interpreter. The four of them promptly toured the facility and John invited them to dinner to show his hospitality. While seated at dinner there was a bowl of fruit placed on the table as an appetizer. Again trying to be polite John addressed the lady of the group first by pointing to the bananas and saying to Yvonne “Hey there little lady would you like a banana”. She nodded yes and John proceeded to peel the banana half way. At that moment Yule threw his glass of water in John’s face, gathered his spouse and stormed out of the restaurant. Fred the interpreter later explained that peeling a banana for a lady in Russia indicates that you have a romantic interest. John was mortified that with this simple act of “American” hospitality he had irreparably damaged the relationship with the Russian branch.

Fearing that the recently acquired Korean shipping company would be hostile to suggestions for improvement, Jim Buffet chose “Likeable” Linda Carter to visit their facility due to her charismatic personality and knowledge of the industry. Linda packed quite heavily and struggled to get her luggage to the arranged site in the airport where she would meet with the General Manager of the Korean facility Jackie Chan and a Korean interpreter Mr. Miyagi. Upon arriving in the Seoul airport Linda dragged her baggage to the arranged pickup site and right away noticed Jackie Chan holding a sign with Linda’s name on it. Linda waved to Jackie holding the sign and gestured with her palm up and finger bent for Jackie to “Come here” so that he might help her with her luggage. As Jackie saw Linda gesturing to him, he angrily flung his sign and immediately exited the airport leaving Linda stranded. Later Linda discovered that this hand gesture, although commonly used in America, is considered very disrespectful in Korea. Linda felt devastated at her lack of cultural preparation.

Sales were in a slump at the new Japanese branch of Speedy Shipping even before the acquisition. Jim decided to send his best sales manager "Truthful" Tom Jones to inspect the site. Tom is known for his quick wit and quick temper when he feels someone is not telling him the truth. After arriving at the Japanese facility, Tom is ushered in to meet the General Manager Jet Li. Jet Li speaks English but is very out of practice. Tom shakes Jet's hand and asks Jet a question that Tom already know the answer to. He asks Jet "Are your sales doing well Mr. Li?" Jet answers "Yes." Before Jet can say another word Tom raises his voice toward Jet and says "Mr. Li you need to stop lying if we are to turn your slumping sales around! Now again I'm asking are your sales doing well?" Jet answers again "Yes." Tom does not give Jet time to say another word and leaves the facility. On the return flight Tom tells this story to the passenger seated next to him. Having been to Japan many times on business, the passenger explains to Tom that Japanese businessmen often immediately answer "Yes" to every question to indicate that a carefully thought out reply is about to follow. Tom's heart sunk at learning of his lack of respect and ignorance.

-How could these incidents been avoided?
-Do you think that Jim Buffet’s approach of “Americanizing” these new overseas shipping offices are the right approach?
-What type of products or services could Business Communicators 2.0 offer to help alleviate situations such as these?