Cross culture

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The following argument is all about cross culture, a major variable in the globalization and liberalization of business. It has been asked that this variable is and could be a fact for its own. Yes, I do agree that it is a definite one.

This cross culture subjects to demonstrate how a international manager should adapt himself to the new conditions, to sustain and to get through his business objectives successfully. In this argument I would like to present the ideas regarding culture, which I presume a definite major variable for a international manager.


The word culture is said to be one of the most complex word in the English language (Raymond Williams, 1983:87).The anthropological view conveys, that there are two important sources prevail behind the thought of culture. This culture constitutes the growth of the business globalization, in which it has secured an individual place for its attributes.This culture varies from place to place and people to people, so when an manager is subjected to produce himself in to a culture in which he is not been used to it before, there comes the objective cross culture.Which should be successfully chased by an business man.

According to Hofsted (2001) culture is a combined structuring of the mind, which differentiates a group of people or category from one another.

Bartlett (1923) has been defined as two components, which is the cultural elements. (i.e.) material behavior and cultural materials.


Consumption of events has been considered as an independent event in the market, which is been closely related within the values of cultural and social relationship. A smooth sailing of the market is based on a close insight about the country's specific culture and core, which as a culture varies from country to country.

In a cross culture set up, the major objective is to identify the core values of a specific culture at the time of marketing. While starting a new business journey in a new country like India, the best approach for a firm is that It can adopt a major issue involved with culture and values. Professionals from various countries possess s distinct national characteristics, which is widely focused on their brand marketing in which cultural dimensions plays an inadequate place to formulate imagery about the brand and it help to communicate even better.


To evolve as a successful company, it should be ensured that marketers should target and rule the mind of the customers and they should try to throw themselves up to the consumer. (i.e.) the companies should introduce positive and profitable offers for the customers, to make the customers draw towards them. To understand this kind of professional ethics, companies put a lot of their effort to understand the uniqueness of Indian national language and other regional language, which allows them to find a proper brand name and effective offers to the customers, which fits perfectly to the setting of cultural dimension.

As Customers a part of this society, the companies which prevail in these kinds of conditions are been directed by the behavior and its rituals. Since ages, the society's traditions has been evolved and it's been a durable one naturally (Eaton, 2006).This is an absolute fact which plays a vital role over individuals to control their behavior.


According to (Becker and Huselid 1998), the practical outcome has typically evolved a positive relationship between high involvement HRM practices of organizational performance outcomes and financial performance of the market value. It has been evolved that the recruitment and selection processes are been carried out in an accurate way.

The major key factors that influence HRM practices and policies in the focal nation are national culture, national institutions and business environment. This has been argued by a number of scholars. These factors influence foreign investment enterprises.(Paauwe and Boselie 2007 ; Rosenzweig and Nohria 1994).

There is always an expectation from the trainer that the trainee hopes for a friendly relationship with this trainer. To achieve a mutual understanding and integration in cross culture it needs intercultural training. If a manager wants to learn the cultural behavior in a certain plot, initially he should understand the society to draft out a clear outline about their own cultural behavior.

During the recent years in china, the domestic organizations have been looking out for the foreign MNC's as their role models. That information has been very much useful for them, how to manage people in china and have attempted to adopt their HRM practices accordingly. (Cooke, 2004).


Evaluation is that an approximate judgment of something, whether it is good or bad. As an objective of cross culture misevaluation, it is said that considering our own culture the managers adjudge it as normal and good to a culture which is different abnormal and bad. For Example an instance of misevaluation in cross culture,

A Swiss executive waits for a Spanish colleague to sign a Business contract. As an issue of punctuality the swiss executive made his remarks over the punctuality of the Spanish man. The Swiss misevaluated the Spanish by considering his cultural standards on the negative side of the Spanish colleague and labeled his own cultural behavior as good. The Swiss consider his punctuality is good and the Spanish did not make it up on time, this is bad on his way of cultural behavior.

Thus as an impact of cultural misevaluation the Swiss executive considered the Spaniards culture in his negative point of view and he tend to lose his contract. This gives a better outlook of cultural misevaluation for the managers.


Cross cultural communication differs according to individuals as they have their own translation of word, which has a particular meaning and a distinct behavior. For example

A British boss, asked his American manager, whether he wants to have an early lunch at 11 am daily. The manager just replies in a single word "yeah" The boss treated that word as an ill mannered and replied that he can forget about his lunch in a flash. The manager was shocked at his Boss's word. In this case the interpretation of words had been happened. The Boss dint get the casual meaning of the word "yeah" and his views differed there and the manager wondered what would have happened to the boss and what is his view. This gives an clear view of the interpretation in cultural communication.


Thus the international companies constitue their brand position themselves, so as to target and understand local consumers.On starting a new journey in a new country like India, the rite way to succeed over through Is to inherit major issues which contains cultures and values.

Thus an effective international manager needs wide knowledge on cross culture in this fiercely developing business globalization.Moreover an international management always eye on getting an edge over other organizations on competitive basis by implementing and training the understandings of their global markets.


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