Page 33 - DMGT548_GLOBAL_HRM

Global HRM

Notes 2.1.2 Reasons for the Convergence of the Cultures

Factors that have encouraged the convergence of certain aspects of culture among nations are:
1. Improvements in transport and communications and a huge increase in the number of
people visiting foreign countries.

2. Globalisation of media resulting in the same newspaper and magazine article appearing
in all nations.
3. Similarities in the tastes and consumption patterns of young people.

4. The operation of multinationals across the world, supplying standardised products and
frequently using undifferentiated marketing strategies.
5. A seemingly worldwide increase in consumers’ willingness to accept fresh ideas and try
new products.
6. Adoption of similar technologies in several countries, creating common work experiences
and working methods.

2.1.3 Importance of Cultural Sensitivity to Organisations

Global organisations need to know about cultural differences among nations in order to be able
to:
1. Communicate effectively with customers, suppliers, business associates and partners in
other countries and with foreign employees,

2. Conduct negotiations and understand the nuances of the beginning postures of the other
parties into a negotiation,
3. Predict trends in social behaviour likely to affect the firm’s foreign operations,

4. Understand ethical standards and concepts of social responsibility in various countries,
5. Predict how cultural differences will affect consumer reactions to advertisements and
other promotions,

6. Foster relationships between union confederations and employee associations requiring
cultural empathy,
7. Understand local government policies and influence it for business promotion,

8. Conduct efficient meetings in different countries and encourage employee participation
in management,
9. Understand how people interpret market research and other information.



Caselet Success of the Electronic Giant-Samsung in
Different Countries

lectronics major Samsung was successful in its international operations by
integrating itself with the cultural sensitivity. Samsung, the South Korean
Econglomerate, runs business right across Europe, from Hungary where TVs are
Contd...

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