hi I'm Joseph Roevens of the NHTV Breda University of Applied Sciences in the
Netherlands and I'm a professor of organizational behavior especially for
students in hospitality management and this will be a cross-cultural lecture,
and we start with another worldview. Now when you look at this map of the world
most of you may find this odd because most of you are used to having this map
the other way around and the reason is that the people who
made this map or made the first maps were from Western Europe I think it was
either the Netherlands or or Britain but they made the map and they put
themselves in the center of the world just like most nations put themselves in
the center of the world and I think part of the cross-cultural challenges come
come from that fact. Now what I will show you first is that there are three
perspectives to look at different cultures and one perspective is quite
famous that's the one we call the "They- perspective". is when
we look at another culture as them. You know, the Japanese, or the French, and us
the Dutch, the Germans, the Americans, then you have a perspective called the "We
perspective" is where you actually make an effort to
live like the locals. I can give you an example I've been a student in the US in
France in Bologna and now I am working in the Netherlands even when I come from
Belgium so from a different culture but each time when I've been in a
culture I have decided to join the local festivities the local foods a lot of the
local behavior and then you enter the we perspective now the richness
of the we perspective is that you start to see new things things you
didn't see before for example in the Netherlands people have a tendency to be
more direct or upfront than people in Belgium it's changing but that's what's
going on now what did I learn from the Dutch for example that when I was
sitting in a meeting and I was being quiet local people consider this almost
uninterested they would prefer me to come up with suggestions they would also
prefer me to say what my truth was for example if I disagreed with something I
could just openly disagree with it rather than the standard Belgian way
where you try not to disagree but go around it so I learned this more direct
approach and what was interesting is I could import this approach also in my
relationships with my Belgian friends and relatives I had to do it
maybe more well more subtly but I could import directness and the only way I
could have learned directness is by doing it by living it with the culture
just like for example when I was a student in the United States I learned
that it was okay to fail it was okay to try out new and weird and different
things and if it didn't work out people didn't find it a big problem they said
great you tried it it was very different from my culture at least 1980s Flanders
or Belgium where if sudden something didn't work out it seems to be almost
like it like a blame now I realize I am giving some
stereotypical comments they may have changed but the point is see if you can
go into the WE perspective rather than the THEY perspective. Also the THEY
perspective is very bizarre because if I say something like the French what do I
mean which picture do I have in my head do I have this kind of silly picture of
a man wearing a Barrett and holding his baguette under him and drinking wine?
Is that my image or do I have an image of a young hard-working female
executive in Paris or do I have an image of a farmer in the South of France and
even that you know what it's always about specific people and the danger
with the THEY perspective is that you start to live in this illusion
of a whole group being something they are like this or they are like that
which of course scientifically makes absolutely no sense. There's a THEY
perspective which most of us do, the we perspective, and then finally self
reflexivity and I would say that perspective is similar to the we
perspective a little bit different but it basically says when you enter a
different culture you have the chance to evaluate your own culture you can go
back home and say wait a minute in my country shops are closed on a
Sunday and you can ask yourself is that useful and the answer may be yes you may
say yes I'm glad that there is a day of inactivity
in my country so that you can sort of ease down and be quiet or you could tell
yourself well it's odd that we closed on Sunday because it's a religious day for
the Christian community it's not so for the Jewish community or non-religious
communities so you could say we should just keep things open
so self reflexivity is the skill of taking the wealth of another culture and
thinking what that means for you now this is for my students I will
give you a link on the video of HSBC Bank and also on the peace corpse
and there they talk about things that you should and should not do in another
culture for example in certain cultures it's impolite to give something to
someone with your left hand you should always use your right hand. Now those are
things you should know or you can at least read about in in guide books
about a culture. Now I've talked a lot about culture but I haven't defined it
really now you could say that it's a set of basic assumptions that offer shared
solutions to universal issues that have evolved over time and they're handed
down from one generation to the next now simply put the human experience is quite
similar for everyone in the world whether you're born in Syria, in Belgium,
in Japan, all of us have dreams and goals all of us want family relations want a
job, want peace and harmony, those are all things we want as humans, but we deal
with it differently so a specific issue, a universal issue could be
food. Well for some people food means, for example, Spain, it's something that you
do between 2:00 and 4:00 in the afternoon and it involves a cooked meal
with maybe rice, olives and some meats and drinks with it. And in another
culture for example the Netherlands lunch may mean something that you do
between 12:00 and 1:30 and that involves a sandwich with cheese for example
another issue could be relationships in certain cultures it is or it is only
acceptable to have a marriage between people of different sexes but there are
cultures where it's fine for a marriage between a man and a man or a woman or
and a woman so it is again a shared solution of a specific group to a
universal issue. How do we deal with those universal issues, and most of you
may remember Abraham Maslow's hierarchy of human needs and I go into that in
another lecture, but I just want to point out that all those needs
are human needs. There is no one on earth who does not have those needs when
you're human the way we fill it out, the way for example we deal with esteem
needs may be very different in Pakistan than it is for example in the
Netherlands, where an esteem need could be that you get an individual award and
feel extremely proud of an individual award
whereas in Pakistan you may only feel proud when the award was for a group.
If it was individual you may even feel a bit embarrassed towards the other
people so we all have esteem needs but how we fill them out may be different
just like all the other needs and um I'm not sure if you've seen the movie I am I
was born in 1968 so in the 90s I was mesmerised by a movie called The Matrix
and I really invite you to go there and the essence of the matrix is that
human beings live in some sort of artificial womb and inside that we have
these connections to our brain and they're a virtual world is created it
happened to be New York City in the 1919 80s well culture is this virtual world
culture is not something that is it that is inherited it's not something that is
genetic we don't start talking a specific language and behaving a
specific way because we happen to be born in Amsterdam rather than in Kyoto
or in Buenos Aires no it's something that you learn and we forget that it's
just that it's something that you learned and that you might as well may
as well unlearn and by the way it's also not the truth it's not because our
culture worships a specific God in a specific way that that's normal or
regular or correct it's just what we happen to do now I
make a little jump but here's a wonderful model in how you can analyze a
culture and this can be a national culture but it can also be a corporate
culture and I call the model you know it's like deep-sea diving so if you look
at the culture you have certain things that are visible and visible are
artifacts and behavior then there are things that are invisible and invisible
is often the beliefs the values the things that people find important like
we go to church oh sorry we go to the synagogue on Saturday and we say
specific prayers in Hebrew that is something that we do underneath that are
they assumptions about the world about why
you do that kind of stuff and in the next clip I'll explain that more briefly
so let's start with the visible parts of a of a culture so these are the
artifacts or the behavior and this could be things like architecture greeting
rituals business protocol business protocol can be do you go do you give
each other a handshake or a hug or you bow to each other it can be the degree
of formality or familiarity with which you treat people it can be specific
dress codes to indicate let's say more important people where specific suits
and you can see that quite clearly in the Christian churches where the Pope
wears more stuff than a cardinal at least most of the Pope's mean maybe not
this one and more than then just regular regular pastors contacts what's the
physical and psychological space and then also do we have written verses
verbal contracts and here's a short example from the hotel or hospitality
industry this is the Westin Palace Madrid and as you can see it's quite an
impressive building most of us when we look at this building we think this is
going to be very expensive this is probably a 4-star or sorry a five-star
property which it is it has luxury guests Will Smith was there a few
summers ago by the way and when you watch this building it tells you many
different things like you're probably realizing that you need quite some money
to be able to get a room in that building you probably imagine that
you'll be served formally and when you enter
this hotel you will see that the concierge and other staff members have
very beautiful uniforms someone opens the door for you it's it's very formal
very almost all school beautiful decent things and that creates a specific
culture a specific atmosphere and that's very different from this some of you may
remember the Big Brother house it used to be a game show in the mid 90s where
people were put together in a house and they had to do different tasks and then
the audience was watching this and was then voting who could stay in the house
and who had to go and and after a while it started to take on almost ridiculous
aspects in that people were really being very unpleasant to each other and all
these all these kinds of things now the Big Brother house is also a specific
culture it tell told you what you could do what you couldn't do what was
accepted what was not accepted so again that's a visible aspect of of culture
now here we have other visible aspects of culture but they need a bit of
explanation every culture has specific heroes symbols myths stories rituals and
language now of course this is stereotypical and one of the good ways
to see what important heroes and symbols are for a culture is to watch TV and
first of all watch some typical films of a specific country now again it's a
stereotype and I know there's differences but let's take the typical
American movie typical American movie is boy or girl has a dream then this dream
is shattered you know something very bad happens and the boy or the girl is very
angry but says no problem I'm gonna fix this I'm gonna solve this so they're
busy fixing it and they have a lot of difficulties but along the way they
probably meet another nice boy or girl in the beginning they fight but then
they become friends and fall in love and at the end of the movie of course the
boy or the girl wins and not only do they win but they also have a
relationship with this other person most likely they end up in a big beautiful
house with money and a big car and everything is fine that is the typical
American dream of course again there are other types of
movie in America but that's sort of typical hero you know go through
difficulties and end up somewhere and it always involves also material success
it's kind of hard for an American hero to end up you know just like successful
but poor not it's different with other cultures now again it's a stereotype but
I've seen some American adaptations of French movies one typical French movie
is Cuza Kuzon which became cousins or loudini the call which I kind of forgot
how how that was translated into American or in English but one essential
difference with French movies is that in French movies very often the
protagonists are not so good-looking are not always so bright they may be much
more average people and life seems to also be challenging but there seems to
be less of this how can I say it grander challenges that somehow America needs to
have you know a French hero we combats one person that's enough in
American movies have to be like 10 and robots and tanks and everything no just
one and in the end of a French movie very often there can also be a happy
ending and the person is then very content living in its small apartment
somewhere in in non major city and that's also happiness it doesn't have to
be this exaggeration or at least the French would call it the exaggeration so
each culture again has its own myths symbols and heroes just like every
corporation or organization another way to see this is advertising take some
time and check advertising from Germany from Australia from the US from wherever
and you will find patterns of what people find important and this by the
way something that Austrian artist Gottfried helm wine pointed out to me is
that if you look at American advertising it very often has to do with solving
problems by taking medicine or eating food you feel bad
take a pill you feel depressed have a hamburger so much about food and and you
know and medicine he then had to look at Austrian commercials and German
commercials and there it very often had to do with clean many more commercials
about soaps and products that made everything clean and doctors telling you
how to brush your teeth well and so the focus in that culture light more on
cleanliness now I spent a year in in Italy and when I watched Italian
advertising I had a sense it was very clown esque very loud exaggerated and
also I have to admit very often involving either men or
that were very lightly dressed so it seems to be a focus of a culture good
let's let's move on and um yes you have the visible aspects but they also have
invisible ones and those are beliefs what do people believe is right now
here's a picture I think it's 1971 The Hague the Netherlands and that was the
way that people who were in the late 20s were supposed to be dressed in those
days not everyone but the majority was dressed like this and it was fine
nowadays youth is dressed differently now people are more used to the tight
jeans and and I see people in their 30s with big beards which I still find a bit
odd but it's not art it's just a belief that that's the way we now do things and
it also shows our values in those days this showed values of a freedom of
togetherness of social contact and it was a direct response to the much better
dressed people of the 1950's with their suits but it was a response to say hey
you know relax we're social work together we're not so elitist and so
again assumptions are what people mean and this is what really drives behavior
now these assumptions are often difficult for us as outsiders to to
detect and for insiders it's hard to explain because that's why we do things
I sometimes tell my students that the reason that a culture does something
almost always has to do with because the that's a successful way of doing things
let me be concrete why do the Dutch and the Scandinavians why do they dare to
say what they really think why do they dare to say negative criticism one of
the reasons they dare to say this is because over hundreds and maybe
thousands of years they have learned this behavior and this behavior was safe
it was probably very safe for a Dutch merchant in the 16th century to bluntly
speak his mind to another merchant without being thrown into jail or
tortured or whatever and therefore he learned or she learned that that was
appropriate they could continue this and in other cultures like Belgium for
example which is by the way I'm mouse here in a studio in Breda it's only a
15-minute drive from the Belgian border but Belgians don't necessarily have this
tendency to be so upfront now when I look at the history of Belgium I see a
lot of I'm losing the word but we were conquered by many nations by the
Spaniards the French the Germans I think the Austrians and the Dutch so
we had to learn to shut up and do what the others told us or we would end up in
jail or be tortured so we learned the art of doing our own thing but not
telling others so again why do people do what they do is because probably that
was the safest smartest behavior that's the way people deal with things but we
often forget that so we cannot necessarily explain it and that's why a
lot of our culture is an internalized worldview my grandmother she's 94 1
sorry 93 is still convinced that the main reason for economic difficulty
is that women have jobs she says in the good old days meaning you know right
after the war women stayed home and took care of kids men worth jobs and she
didn't thinks there was no unemployment then which by the way it wasn't true but
she she has that view and I've already for 20 years given up trying to explain
to her that that's not the case because it's a view of the world that she has
and she cherished it very dearly and she's not even willing to go look at
facts they're good now we looked at the model of Schneider mbar so before you
know the diver and how it's connected to to culture and assumptions I'm now going
to walk you through some assumptions of culture and I borrowed from several
authors hofstader trompin ARS Shai dreamer so and others and I
purposely decided not to stick to one model the reason I did so is because I
want you to make your own selection I don't necessarily think that Hoff stated
Trump announced who ever are the rightest approach to looking at culture
it is an approach it is one view also colored by their own culture and but
anyways here they go so vision on human activity
now some cultures you could say are more achievement than ascription oriented and
there's always different shades so don't think about this too much in black and
white terms but you could say that in certain cultures it is more important
what you have done then who you are
the difference is let's take 200 years ago many people wanted to be part of the
aristocracy and they tried to get into the favor of the king so that the king
would say from now on you're a baron or an earl or a Duke and they thought great
I've made it in life I became a baron that's a scription that's wanting to
belong to a specific group of people whereas nowadays people would say
doesn't matter whether you're born aristocrat or whatever it's what you do
what you with your own talents are able to achieve and here's an example of one
of our students she well she was Student of the Year but also she received an
award by the Jumeirah Carleton hotels of being the best employee of the month
so that shows individual achievement important for her important for the
hotel and for us and it's very different from this one it's a bit of a cartoon
saying that you know you're why somebody King well just because he or she happens
to be born in a specific way without having done anything and but in certain
culture that that's enough you know okay another one is what we call power
distance and power distance is what you could call is how easy is it for you to
gain access to someone who is higher up than you I'm already using culturally
coloured words for example if your boss lives on the top floor of a hundred
storey building and he has a huge desk and he has three secretaries and it's
extremely difficult for you you know just a regular clerk to talk to him most
I'm into him then you are living in a high power distance culture Eve on the
other hand you are working in a flexible office space you take your laptop and
let's say you're you know 15 years ago you're at Apple and you log in with your
computer with your Apple and help by the way Steve Jobs sits right next to you
and he's doing his work and he looks at you and he says oh you know Joseph I'm
gonna get some some coffee would you like something and I say sure Steve
bring me a cappuccino now he's the owner of the company I'm one of the
programmers but it's very easy for me to talk to him directly that would be a
sign of a low power distance culture and it's important it's important for
students when you go to a different culture to find out what seems to be
appropriate here is there a lot of hierarchy or not
I personally tell my students when they write me an email don't call me by my
first name don't say dear Joseph I mean it I don't
get hurt by this but I just want them to be in the habit of saying they're mr.
Rubens or their professor because the majority of cultures in this world are
still high power distance if you go to the Middle East if you go to Latin
America even Germany right next door you address your boss by his last name not
by the first name except if she or he tells you you know you can you can call
me by my first name so that's has to do with power distance
I'm not going to go into it more but often that's related to hierarchy who
talks to to whom and another short example of what what power distance
power distance means
here's a brief this isn't an office space for it where I work so here you
have three people that are different in hierarchy they're all from a different
scale we call it pay scale and in hierarchy scale but they very openly
communicate with each other the next one um some of you may have already had some
insight into douglas mcgregor's Theory X and Theory Y there's also a
theory Zed but I'm not discussing it here
basically what McGregor says people can have two views on life if you're in
Theory X you basically believe that humans are lazy and if you don't control
them if you don't tell them what to do they'll basically be doing nothing
Theory Y is a different approach there the view is humans are eager they want
to learn they want to be challenged so let's find ways to make this flourish
more and by the way you see this very clearly in the business world
Theory X organizations have a lot of hierarchy control structures punching
the clock in the morning you know were you there at 851 or at 853 very
important different from a theory why organization or basically your bosses or
the owners of the company say these are the products we need delivered and let
me help you in achieving those goals but I'm not going to control you because I
know you're a mature human being and are going to do the right thing so here's an
example of our school a bit of publicity here the NH TV Britta University of
Applied Sciences and this is a group of hotel management and facility management
students graduating on a change management project and very openly
discussing things with each other and this picture was taken I think it was
about seven years ago and all of them now all of them are doing quite well
it's also in an international group there was a lady from Columbia and also
a man from Germany the rests two others are from the Netherlands now okay that
was Theory X and Theory Y but task oriented and relationship oriented it's
interesting to notice that when I came to work in the Netherlands almost at
every situation when I came for a job interview or yet doing a task with
somebody when it was a new person on average the person spent less than five
minutes asking me personal questions for example and the questions would be how
was the drive did you easily find this place would you like a cup of coffee and
that's it they didn't ask me you know are you married house live in Belgium
what do you think about our building and the decorations and the history of our
nation's no less than five minutes relationship and then directly we want
you to do this and this and this for us can you do it and after half an hour you
know we've arranged our task and the meeting is over and we go and do
something else those are task oriented cultures
relationship oriented cultures are different for example typically when you
want to start business relations with Chinese with the Chinese you spend a lot
of time in the beginning getting to know each other and by the way every summer I
spend about 10 days with Chinese Russian polish and Germans too
in Germany in Bremerhaven and with my Chinese students I spent a lot of social
time they treat me beers and they want to know why I teach in a specific way
and why I speak French and how's life in Belgium and how's the food and this is
all part of the fact that for them for their culture it's important to know who
is this person is this someone we like is this someone we can trust is this
someone we want to be with and once that is established then it's fine to go and
talk about tasks but not before so again it's very important for task oriented
people when you go to a relationship oriented culture please learn to spend
at least a few hours or find out how many hours or days you need to do non
task oriented stuff to be accepted by those people and of course the reverse
also holds
another way of defining cultures and I'm going over it quickly so I really invite
you to read specifically about the culture in the country you're you're
going to difference between a tough and a tender culture and the basic ideas
well in tough or sometimes math they also call it masculine cultures it's all
about work it's all about achievement and the cliche could be in a tough
culture you live in order to work and in a tender culture you work in order to
live so those are some essential differences and um yes I want to I want
to leave it at that and maybe here's a typical one you what's what's this
what's his name again this this chef I don't mind doesn't doesn't matter but
anyways I remember him screaming and using the f-word a lot in kitchens and
making everybody nervous I didn't I didn't like the program but that was
very tough oriented I kind of prefer tender cultures where people say hey
let's sit together cook a bit if it doesn't work we'll try it again you know
just take it easy dolce vita enjoy enjoy life then there
is a difference between you could call in the way you relate to other people
what is called universal or particular typical example in our school if someone
cheats on the exam it doesn't matter who he or she is I mean this person can be
the king or the you know the Prince of the Netherlands so to speak but if he
cheats on the exam he gets a fail and may even be excluded from school the
rules apply to everybody but there are some cultures or
regions in the world where people say wait a minute there's a very different
rules for us than for other people and it can be religion it can be if you're
part of our religion you have a lot of freedom if you a member of the other
religions you have to pay more taxes or there are certain things you cannot do
it can be in mrs. Lee apartheid regimes whether it was in the
in South Africa or in America where you say hey if you happen to be Caucasian
white there's all these things you can do if you're not there's other rules
that apply to you now the world is tending to go to more universalism but
there are still many cultures where particularism is is playing um doing
versus being culture now I find this a difficult one to explain basically
because I'm a member of a doing culture you could say most of Western Europe is
a core cultures where people say let's do something let's take action sure you
can think about making a decision but if you say I'm gonna think five months
about something most people would say mmm you're just scared of taking
initiative but there are cultures the more being cultures where life seems to
be less pressing where people find it okay to think a lot more about what they
think should be done or where life almost seems to be moving slower now
both of these cultures have advantages and disadvantages for example and I'll
I'll be very personal Belgium is partly a doing culture now
if I look back over the last 15 years that I've been living in the city of
Antwerp or outside the city of Antwerp I've seen
people continuously reshaping our roads and it's always the same story
we are reshaping the road because we want traffic to be more efficient we are
reshaping the tram lines because we want traffic to be more efficient but the
reality is for the last 10 15 years there's always been traffic jams and
traffic difficulties because somebody feels we need to do something to make it
go more efficiently maybe we should stop doing that and then traffic can just run
which eventually it does that is what some being cultures do some being
cultures say well we used to travel in our city without a bridge and it worked
rather fine so whether we should have or not have a bridge is something we should
really really very deeply think about before we take an initiative because if
we make the wrong decision we have to change it all the time and I think
that's one of the essential difficulties of the doing culture of course a being
culture can then be a culture where you're so stuck into the way we always
done something that you almost become your almost thing that any innovation is
necessarily something something bad now good
this was introduction to cross-cultural understanding especially for second year
university students I hope you enjoyed it and for those at NH TV these are our
tutors working with you please come and find us and we'll be very happy to to
help you
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