Page 172 - DMGT548_GLOBAL_HRM

Unit 9: Global HR Issues in the Host Context

are useful in raising clients’ awareness about the relationship between language and culture. Notes
They are expressions whose linguistic meaning is distorted because of the role they have in a
specific situation: linguistic meaning versus use.

Example: When a British English speaker asks the question: how are you, s/he doesn’t
expect a lengthy reply about the state of the respondent’s health. If an American says “let’s get
together some time”, s/he may be saying no more than “goodbye”. If a Japanese speaker says
“yes” in a meeting, it is as well to understand that this is the politeness dictated by the situation
and in no way indicates agreement or an undertaking to act.

Language carries with it cultural coding. Numerous problems are encountered by MNCs in
adapting themselves to foreign countries cultures. Culture, colour, style, etc. have to be altered
to be successful in foreign countries as they carry different meanings across borders than in the
native country.

Example: White symbolises death in Japan and much of Asia; green represents danger or
disease in Malaysia. Using the wrong colour in these countries might produce negative reactions.

Some product names travel poorly due to which MNCs have to face failures internationally.

Example: The gasoline company ESSO found out that its name means “stalled car” in
Japan. While on the other hand, Kodak is the best example for correctly conveying the meaning
internationally for its brand as this name was pronounceable everywhere but had no specific
meaning anywhere.
Social norms vary greatly from country to country and it is difficult for any outsider to be
knowledgeable about all of them, so local input is very vital.

Example: One firm promoted eyeglasses in Thailand with commercials featuring animals
wearing glasses. In Thailand animals are considered a low form of life; humans would never
wear anything worn by an animal.
The translations of an advertising message convey the concept of the original but do not precisely
duplicate the original.

Example: PepsiCo learned this lesson when it discovered that its slogan “Come alive
with Pepsi” was translated into German as “Come alive out of the grave with Pepsi.” In Asia, the
slogan was once translated as “Bring your ancestors back from the dead.”
So, it is imperative for the MNCs to prepare themselves culturally before extending their
operations abroad. Knowledge has to be employed to assist companies and individuals overcome
challenges brought about through cross cultural differences in business. Areas in which assistance
is needed may range from relocation briefings to company mergers or management techniques.

Self Assessment

Fill in the blanks:
12. Language represents a fundamental expression of social ………..

13. ……… training is a desirable component if any one is moving out from his home country
to abroad for handling the international assignments.

LOVELY PROFESSIONAL UNIVERSITY 167