Cross-Cultural Communication: Concepts, Cases and Challenges By ...

Awareness of the Need to Globalize

There is awareness that globalization has to do with people, not nationalism. Ohmae (1995) stated that what matters is what people know, want or value, not the political or physical boundaries that might exist. Economic and social boundaries are affected by one’s knowledge of how others live, what choices are made, and the value of those choices. He further stated that philosophical support from industrial democracies and public investment in education for responsible individual action and cultural diversity are the essence of a responsible, liberal, global economy. These educational resources will provide one with the ability to tolerate and show respect for pluralism.

Multinational corporations (MNCs) have moved to foreign facilities, are exporting from foreign facilities, and employing the natives of the foreign country. At the same time, there are non-U. S. companies in the U. S. who are creating more jobs for Americans. Companies have become global entities working anywhere in the world. Clearly, companies including employees in all levels must think globally.

Ohmae (1995) urged companies toward “insiderization,” which meant giving local sovereignty to the endeavor in a foreign country. Each country requires its own relationship with the parent company. Thus, there is a real need to be sensitive to each group of people. A global company must learn how different countries are governed, how to work with those who govern, and how to satisfy the needs of the people.

According to the French-speaking television channel two, (2004), many foreign companies are experiencing great success through cultural adaptation strategies. A case in point is the French-owned company called Carrefour. While remaining French in name and selling French products, Carrefour was also selling Chinese products to the Chinese. Carrefour had “insiderized.” Thus, workers must be knowledgeable, competitive, and possess work force skills. In speaking of a “didactic triad of cultural awareness,” Hofstede, Pedersen,&Hofstede (2002) emphasized the importance of awareness of the social rules of society, knowledge of its cultural patterns, and skills in cross-cultural interaction.