Visie

Using knowledge of cultures & communication will lead to increasing sales
A summary of my thesis: What is the impact of cultural differences on communication aimed at promoting agricultural - & food products?

Adjust or ignore

The Netherlands is one of the most important exporters of agricultural products world-wide. Managers see themselves placed in a position in which they have to choose between adjusting to "foreign" cultures or ignoring the cultural differences. One might be tempted to adjust, but things like limited time, budgets or other agreements, can force one to ignore the undeniable differences. Everybody knows that culture influences communication and everybody has a certain opinion in what way: ranging from scientific research to practical examples. Some of the ideas are based on common sense, but it is amazing how often the simplest ideas are the most difficult for people to use in daily practise. That's why there is a need to get more knowledge about cultural influences on communication. Is it possible to choose, based on efficiency and effectiveness, between a standardised-global-communication or adjusting the communication expressions to different cultures?

Culture in general

What is "culture" and how are cultures defined? Generally speaking culture seemed to be a historically transmitted system of symbols and norms used by a self-sustaining community. It encloses the group's thoughts, experiences, patterns of behaviour, concepts, values and assumptions. Important elements of culture are e.g. language, gestures, behaviour, values, beliefs, personal appearance, social relationships and food. A convincing categorisation of cultures would enable us to predict behaviour, clarify why people do what they do and standardise policies. All in a way that we can communicate better in order to create a better (business) life. Therefore the categorisation theories of Hofstede and Lewis have been researched further. Hofstedes dimensions to describe culture are individualism vs. collectivism; masculinity vs. femininity; power distance; uncertainty avoidance; and long term orientation vs. short term orientation. Lewis defines three cultural categories based on the way of information gathering, which seems a very interesting approach in our information-society. He defines data-oriented, dialogue oriented and listening oriented, and in that same order he describes 3 cultural categories; Linear active, Multi active and Reactive. This knowledge gives the possibility to define cultures in an acceptable way and therefore also to compare cultures leading to an understanding of differences. Based on these factors we can determine if amongst cultures there is a need for adjustments ánd on which cultural elements.

Culture in relation to (corporate) communication

When looking at corporate communication theories (stakeholder theories, identity- and reputation theories) culture is often an important topic of research. Increasingly organisations compete based on their ability to express who they are and what they stand for. An organisation should pay attention to cultural differences when starting to create a strategy (and therefore not wait until one has to decide on the means). Furthermore to my opinion there is no doubt about adjusting to cultures when creating expressions and defining the channels and means. Clear common starting points and a corporate sustainable story will make it easier for an organisation to make these decisions. Seeing multinationals moving from one uniform global strategy, back to multiple strategies per nation (cultures) gives me reason to conclude that it is more beneficial to adjust to cultural differences. Of course at the same time keeping an open eye to the benefits of a global strategy. Having a global perspective on communication is not synonymous with having a uniform global communication strategy. At least one should understand that culture effects behaviour (thinking, acting, perceiving) of everyone, including oneself. This might be obvious, but I dare to say it isn't. To my opinion global ethical principles and communication skills will certainly optimise communication between various cultures, but will not lead to something as a global culture.

MD Combination model as guiding principle

Combining selected theories about (corporate) communication and culture categorisation led me to form the following model:

Clearly I think cultural differences should be taken into account when optimising export promotion / intercultural communication. Although I also agree that cultural sensitivity is subtle, pre-judgements are lurking around the corner; maybe half of the differences between cultures are explained by the cultural dimensions, which also means the other half is not! Understanding the positive cost reduction of standardisation and the negative effect of a decreasing effectiveness leads me to recommend research on the specific financial benefits of standardisation related to every product/market combination of a company.

Organisations need to meet (changes in) the global environment. It is helpful to recognise that the environment is different. Short term orientation hardly gives the opportunity to look at the big picture to see how the environment is likely to affect the way a company could or should present itself to a variety of audiences. One should realise that we can adapt to the environment without compromising principles and that it is advisable to try to prevent crisis with clear communication.

Analysing stakeholders and implementing SCS/activities, with adjustments based on cultural differences a seen in the "combination model", will be beneficial for any organisation dealing with different cultures.