BRAC University

EMBA Program
2nd Quiz Examination
Managing in the Cross Cultural Environment
Time: 30 Minutes Marks: 20
(Answer any one of the following questions)

1. Explain how the dynamic interplay of nation, language and religion shapes the culture of a
country.
2. How can we deal with, adapt to, and influence foreign cultures? Explain.

Name: Md. Abu Yousuf ID: 20374014

Answer no: 2
Before going to do business globally, a manager need to understand the similarities of
cultures in different countries, as well as the differences that exist therein and alter the
customary practices for success in other countries as following:

Host society acceptance:

When a company go for international business, face differences in attitudes, tastes,

preferences, values and expectations and so on. If a company ignore these differences, cannot
adapt and survive with different culture. If a company want to operate its business in other
countries, must be adjust with their laws, policies, practices, tastes, and preferences.
Otherwise that company cannot achieve organizational goal. In addition, a company need to
understand and follow certain rules that govern the conduct of business activities in other
culture. Doing marketing strategy will not add value in business. And that will not grab the
customer’s attention.

For example (from website): using a snake or vulture in an advertisement in Nigeria will be
frowned at, as they are considered evil, or using an owl in an advertisement in India where it
is thought to be a bad luck symbol is considered a misnomer. Similarly, advertising alcoholic
drink in the core northern Nigeria will be waste of effort and resources, unlike in the southern
part where more advertisement will result in more purchases and serious patronage by
consumers.
Cultural distance

Cultural distances among countries can hinder investment because it increases transaction
costs. Lack of information about distant culture will make it more difficult for managers to
understand the social environment. Cultural distance hinders the flow of information about
firm standards, recruitment, compensation, training and other management methods. A
manger need know the distance level. Because if that level is high then the risk level will be
high on the other hand if that level is low then the risk level will be low for business.

Ability to adjust

Culture Shock: After going in other culture, usually a person have to overcome a lot of
difficulties. Such as taking transportation, shopping or attending business meetings, can
become a real challenge in a different environment. A manger need to anticipate and get
ready to adjust with those.

Reverse Culture Shock: Reverse Culture Shock occurs when a person return to their home
country after a long period away. Since expatriates previously had to adapt to a new
environment, returning to the country poses a similar challenge. Being prepared for the return
home goes a long way towards helping former expatriates reintegrate into their home country.

A manger can maintain following three approaches when dealing with other cultur:

Polycentrism: In this approach an organization like to practice and follow local company.
Foreign activities are given a significant degree of autonomy in response to the uniqueness of
local cultures. However, a company may lose the gained competitive advantages when it
much focused on host country practices.

Ethnocentrism: in this approach an organization believe that its home culture is superior to
local culture. Hence, the company prefer to practice its own culture in foreign country.
However, Excess ethnicity can lead to costly business failures

Geocentrism: In this approach, an organization make balance and practice both home & host
country’s cultures. A manager can choose this safest approach for doing business in foreign
country rather than other two approaches.