CULTURAL SENSITIVITY Executives seeking global business shores often join formal classes to get a fel for local cultures, Sensitivity to local cultures is necessary to say in business. Fr instance, din- ner diplomacy in China is often more effective than boardroom meetings for securing business. Those who understand this, lke M&M, often manage to clinch deals over less~ sensitive rivals. ‘Awareness about a clients cultural semstvitics often results in positive advantage i business relationships. The phrase “cultural sensitivity” was frst used in the Harvard Busi ‘ess Review in 2004, inthe cootext ofthe cultural inteligence quotient (CQ). Shital Kakker “Mehra, founder of Soft Skil International, defines cultural sensitivity as an ability to inter- pret unfamiliar and ambiguous gestures inthe way compatriots ofthe same culture would” Here the term gestures stands fr the whole range of non-verbal cues that accompany verbal ‘communication between persons from two diferent cultures. In interpreting gestures, one «an consier the human body tobe part ofthe code for communication of symbolic messages ‘that reveal an individuals thoughts and feelings. Gestures are often expressive of cultural context Here it is important to understand that culture isnot just behaviour. Culture is the received and accepted set of rules guiding human behaviout. These rules ae absorbed and ‘eventually become engrained in each individual's mind tothe point where they are second nature, Persons with similar sets of social rules tend to behave inthe same manner, which then becomes the normal behaviour expected in diferent situations. It is interesting to ‘know that an individual's behaviour is noticed only when it deviates from the norm and ‘becomes a noticeable behaviour in a particular culture, Thus, cultural sensitivity. which is, ‘measured by the cultural intelligence quotient, helps us to understand cultural diferences. It enables us to interpret different gestures according tothe rules of normal behaviour in that culture. For example, her i a scenario illustrative of significant differences between cultures: a man travelling alone ina cab in New York wil iti the backseat, but in Australia, fa man is ‘travelling alone in a cab, he will occupy the front seat next tothe driver. According to Beatty ‘and Takahashi, most New York cb drivers hold that if single male attempted to get inthe front seat, next to them, they would get out ofthe ca. For them, such an act would likely ‘mean thatthe entering passenger isa thie. Australian cab drivers, on the other hand, fel that ‘4 man geting inthe back seat alone is rather unfriendly and distant.” ‘Cultural sensitivity is considered tobe very important in helping a person adapt toa for- ign culture. This is why most nations include questions about their culture in their citizen ship tests, assuming that a person who is aware about their culture wil be abe to adapt to it successfully. Exhibit 3.2 shows a few sample questions that a person may be required to “answer as par ofa UK. citizenship test. Meetings and Social Visits Peoples behaviour at meetings and social gatherings is nearly a ritualized act in vari- fous cultures. At a formal meeting between two persons or groups from different cul tural backgrounds, people might behave according to their own culture, For example, {in English one may say "Pleased to meet you" or "How do you do?’, whereas in Japanese cone says “Hajimemashite” (itis beginning). Differences in cultures are seen in the way people from different cultures behave on meeting someone for the first time. Japanese executives first exchange business cards instead of verbally introducing themselves. The card is handed over to the receptionist, without an introduction. The purpose of giving or showing the card is to announce the visitor’ arrival for the appointed meeting. No verbal exchange takes place because the Japanese believe that verbal exchange should sri tee sins Tv cng sie in 2 sty can aap ee a arnt caveat nd Tie sy proche epoca gea em Ce ne bag oe sane Sears Group Behaviour ‘Cultural differences are also noticeable in the way people in groups act when they are Joined bya new person. In America, when a group of persons talking and someone Joins the group, the group drops the ongoing discussion as it is believed thatthe new- somer would have litle interest init or would fail to join in the discussion. In this mat- ter the Japanese follow the practice of continuing with the ongoing discussion and wait for the moment when the newcomer is able to join the conversation. OF course, if the newcomer has high status, the group drops the discussion to pay attention to the newly Ditlerencesin cultures ae seen inthe way people from diferent cultures behave meeting someone foe the fstarrived person. Thus, one could say that “Americans regroup, whereas Japanese join an existing group” Paying a Visit ‘Visiting i a formal act. Calling out the name of the host of « house is usually considered {improper in most cultures. Ringing the door bell or knocking on the door isthe normal practice. On entering a house, Japanese people (and those from some other Asian cultures) {generally remove thelr shoes. People of western cultures do not normally do so. ‘Addressing Others Different cultures have different ways in which people address each other. For example, in the United State, children address their parents or uncles/aunts by thei relationship to them, such as “Mom’, "Dad" “Uncle, “Aunt’, and soon. Siblings or cousins use frst names to address each other. Moreover, older adults who are not immediate family members are generally addressed by their first names, regardless of how old they may be. In some cultures, lke in China, one can call a waiter in a restaurant by words reserved for rela tives, such as for an uncle. Their use in such contexts shows politeness towards the person addressed. In India, there are speci terms for specific aunts and uncles—for instance, ‘tau refers to one’ father's older brother, whereas chacha refers to one’ fathers younger brother. In the business contest, greetings are more formal in Europe and East Asia than in the ‘United States. Mr/Ms/Mrs (tobe followed by the fll name or the surname) and Sir/ Madam. fre more common in Britain, Germany, France, China, and Russia, Japanese businesspeople avoid first names, and instead use Mr/Mre/Miss/Dr, or they add san after the surname, for instance, “Shin san” ifthe name Is Jin Boon Shin. Academics can be addressed as sensei (teacher). In China, the surname precedes the personal name; for example, Zhang Hua is Mr Zhang, not Mr Hua. Therefore, when addressing a Chinese person, it is best to use Mr/Mrs/ Miss and the surname. The Chinese also refer to each other by thei job titles, for example 3 “ In Germany, even colleagues who have been working in the same office for 20 years, ‘may use the formal form and address each other by their surname and title (Herr for « ‘man or Frau for a woman). If someone has an academic ttle, it may also be added (for instance: Herr Dr or Frau Professor). The French also tend to be rather formal and do not use frst names easily. They generally address each other by prefiing the surname with Monsieur, Madame, oF Mademoiselle (fora young lady). Similarly itis considered {impolite to call an adult by their frst name under any circumstances in Korea. Interest- ingly, titles such as Mr/Mrs/Miss are used to address juniors in Korea. On the other hand, Americans are more informal. They usually prefer to interact on first-name basis and may even greet each other with nicknames or shortened versions oftheir names, lke Bill” for William or "John" for Johnson. Fora non-Russian, the question of how to address a Russian person can be quite com- plicated. After 1917, the Russian words for Mr, Mrs, and Ms were abolished. The word {ovarisch—meaning “comrade"—is used mainly in political meetings and is no longer com- ‘mon. Strangers use the word grazhdanin or grachdanka—meaning “citizen” o “itizens” ‘When strangers are introduced, they will use their frst names and surnames. In Spain, although tu, the informal form of “you', is used extensively itis stil the cus- tom to use the more formal usted with strangers and older people. In Italy, when address- ing others in business and professional contexts, one usually uses tiles: dottore (doctor, but also anyone with a university degree), ingegnere (engineer), ragioniere (accountant), and professore (any teacher above elementary school level) are commonly used for male professionals. Female professionals are similarly addressed as dottoressa, professoressa, and so on. A lack of awareness of the culture ofthe person one is interacting with may lead to serious ‘isunderstandings, as evident from Exhibit 33.