Vous êtes sur la page 1sur 25

The word 'diversity' is ambiguous. especially when associated with the term organization'.

An organization can be a domestic one, with many of its employees who have their roots
abroad , reflecting the social diversity of the country iri question. It can also be an inter
national organization whose cultural diversity is reflected in its foreign subsidiaries. At the
same time, diversity can refer to the collection of groups who form the organization:
groups differentiated in terms of gender, mother tongue, ed cation. as well as their position
or salary.

Moore (1999: 212) analysed the attitudes of organizations towards diversity generally and
identified four d!fferent perspectives:

1. Diversity blindness: no provision is made within the organization for addressing the
problems and/or opportunities relating to diversity.

2. Diversity hostility: the organization attempts to 'homogenize' its employees and


actively suppresses expressions of diversity.

3. Diversity na'ivete: the organization views diversity positively and encourages diversity
awareness, but is probably unable to cope with any problems which diversity may cause.

4. O"lversity integration: the organization addresses diversity in a pragmatic way. It helps


its employees to develop skills in diversity management and creates the preconditions
needed for effective communication between the different groups in the workforce.

The concepts in this chapter will focus specifically on the management of cultural diversity
in multinational operations. Concept 12.1 examines how managers can deal with cultural
diversity and how they can turn this diversity to their advantage. Concept 12.2 takes an
initial look at the notion of transcultural competence, the term used to describe the
attitudes and behaviour needed to manage cultural diversity effectively. These elements
will be developed further throughout Part Three.

Learning outcornes

After reading this chapter, you will gain insight into:

e The features of management culture required in multinational companies.

(; The skills managers need to manage cultural differences in a global environment.

247
Chapter 12 Cultural diversity In organizations

Globalization is one of the most discussed topics in business. International business research
is directly affected by a globalization process that does not seem to end. Furthermore,
researchers of other disciplines are also being urged to reflect on this process, which concerns
all i ntitution of human society.
Compared with political, sodal an<l ducational im;litution!i, howP.ver, businesses appear
to be the most suitable candidates for globalization, particularly those in the industrial,
fina11cial and service sectors. According to de Woot (2000}, companies in these sectors
have cleared most obstacles in the globalization process: that of size (with multinationals),
that of time (with long-term strategies), that of complexity, and finally that of information
and communicalion. Thi:- Blobali1.ation of companies Sf.'ms to be linked to the cultural
<liveri;ity of organizations, which in turn is connected to lhe inlernationaliz.ation of
organizations.

Management culture and multinationals

As many writers on the subject indicate, one fundamental problem which the globaliza
tion of lhe economy o\llses organizations is the management of cultural differences.
Steinmann and Scherer (2000) raise some fundamental issue:: s with regard to the effects of
the globalization pl'occss on managerial functions. These include the way the executives of
a company conceive the interaction between the different cultures prt:sent. If. for eX<lmple,
a multinational embraces operating companies in Asia, should it advocate Western values
(what Steinmann and Scherer call a 'strategy of proclamation'), or should it embark on the
new process of intercultural learning, based on the application of reasoning (a 'strategy of
learning')? This last option seems to them the best way of settling the intercultural conflicts
in multinational companies.
What sort of management culture is to be found in multinationals? Thery (2002) dis
tinguishes three types;

e A dominant management culture that is a copy of the multinational's home countr y


(e.g. American manageme11t in a U5 multinational).

<t: A dominant transnational management culture created by the mother-compy's


founders using dearly defined specific values, a culture present in ail the multinational's
operating companies.

0 A minimum management culture, leaving considerable room for national cultures in all
their diversity.

In all three cases, the multinational must perform two roles at once: an integrating
role and an adapting role. It not only has to ensure that the companies forming the group
remain integrated and thus able to continue as a multinational; it also has to ensure that it
respects the different national groups of clients and employees by making the necessary
adaptations.

248
Concept 12.1 Mana9ing diversity in a global environm ent

Talent retention is vital


The Business Times Singapore asked a number of execu Temasek is one of the most innovative institutions 1 have
tiv es from multinationals operating In Asia to pinpoint come ac ross in terms of flexible work practices and creat
tf!e key workforcerelated issues that affect Asia-focused in9 opportunities for employee development. And yet there
organ isations today. They were also asked to describe are local firms who have visibly failed with vir tually all
some of their key 'people-strategies' for Asia. Here is attempts to diversify their talent base.'

the response from Charles M. Ormiston, Director Bain &


Mr Ormiston then outlines fundamental shifts which he
Company, a global management consulting firm.
'I think it would be difficult to exaggerate the enorm
believes most 'Asia-focused' corporations will need to
undertake in their thinKing. These Include thP lo/lowin9:
ous people-development challenges lacing Asia. The gap
'Create uiversity in your senior ranks. If your senior ranks
between organisations who "Qet it" and tho!ie wh o don't
are primarily people from one nationality or ethnic group,
is tremendous. There are MNCs where me bulk of their
you will never bi> an attr<ictive wur kpla ce tor people who
Asian senior management is of Asian origin, many "Asian
are from other backgrounds no matter what platitudes
P.xpatriatcs" who ltdve sent years of their life work

you convey. You have to take visible ri!;kS with non


ing in different markets and who are fully comfortable
traditional employees to be credible.
with working in either the "Eat" or the "West" . Citibank,
Standard Ch artered, Hewlett-Packard, Sch lumbe rger and Employers need to actively coach their employees on
their careers. When I talk to em111oyee of tht> b"'bl cm
Unilever are examples of great companies that attract
Ployer!. in Asia, they focus on the fairness and objectivity
and develop tale nt in the local mMketi, they work In, and
of their performance appraisal systems and the "good
then deploy the best talent globally. And yet there are
still MNCs dominated by foreign expatriates on threeyear
advice" they receive from key me ntor s over the years.
With the firms that "don't get it" in Asia, this type of system
rotations from head office, who seem to beqin t hinkinq
is often non-existent - the rotating expatriates in MNCs
about how to return to New York or Chicago within weeks
simply don't take the time to bond with the local emp loyee
of arrivln9 in Singapore.
base in a productive way and the poorly run local firms
There are "local firms" who have also mastered the art
c
of working with talent from a range of sour es - SingTel is
have a tremendous wall between the "top team" and the
up-and-c oming ge neration.
doing an impressive job with diverse assets in Australia,
'

India and the Philippines as well as in their home market: Source: Business Times s1n9apore, s October 2009.

Transnational organization

That gl ob alization has become a reality and that it i s still progressing at high speed is
not in doubt. The same holds true for the increase in cultural diversity in domestic and
int ernational companies where people from different c ul tu ral backgrounds are working
together more and more In view of these chang es Bartlett and Ghoshal { l 989) pr opo s e a
. ,

model for the organization of the future: the transnational c ompany (see Concept 7.1 ) The .

'transnational' is a management mentality combining the abil ities of the multinational,


global or international firm: flexibility, efficiency and the transfer of expertise. The managers
at the headquarters and in the subsidiaries abroad are responsible for coordinatin these
capac ities throughout the different units of the organiiation. Trom1wn<lar and H\ilpden
Turnr ( J 997: l 81 stat 'th transn<ltional corporntio11 is polycentric mlwr than ..:o-ordinattd

from th(' centre:

249
Chapter 12 Cultural diversity in organizations

Bartlett et al. (2003) go further. They believe that top management must bring added
value to the transnational company in the same way as the executives operating at all
levels of the organization. This means that the top managers are not just content to create
an operational framework in which the responsibilities of the functional and geographic
groups are clearly defined. They also have a federating role by integrating the different
influences of these groups in the management process. While recognizing that diversity
and internal tensions can be the source of new ideas, it seems that the role of top manage
ment is rather to create a common vision for the future, a shared set of values to reflect
managers' goals.

What is diversity? G6mez-Mejla et al. (2001) see in the notion of diversity a human charac
teristic that allows a differentiation to be made between people. On the one hand there are
individual characteristics, such as race, age or gender, over which the individual has no or
little control. On the other hand there are characteristics an individual can act on during
his life, such as work background, geographical situation and education. In everyday
business life, managers may well ser. their l'mplnyl'P.S as individuals. However, they should
also be aware of the diyeisily and the characteristics inherent in each specific group. ln
fact, diversity among employees may well not only cause misunderstandings but also
obstruct team work and productivity. Good management is therefore crucial to prevent
this happening.
How do the managers in a transnational organization perceive cultural niversity? Adler
(2002: 157) refers to a survey (Adler and Ghadar, 1990} to show that it can be a source of
both problems ;md advantages.
Problems caused by cultural diversity are to do with communication and integration,
particularly when the organization requires its employees to think and act in the same way.
The more an organization demands transparency and convergent opinions, the greater the
ambiguity, complexity and confusion. Problems with diversity also arise when certain practices
and procedures are adopted by the organization across the board. Export managers may
use the same marketing campaign across countries without taking account of the dife
f rent
cultures involved.
As for the possible advantages of cultural diversity, Adler (2002) notes that some managers
describe multicultural organizations as being more flexible and open to new ideas. Other
managers find such organizations to be more aware of consumer needs. Diversity is also
considered an advantage when the concern needs to reposition itself, to generate ideas, to
develop projects, to open itself up to fresh perspectives.
Within organizations operating in an international environment, partners, collaborators
and co-workers will be brought into intercultural situations that need to be turned to their
advantage to prevent failure of the strategy of internationalization. This means that know
ledge, tools and working methods need to be acquired to help develop the attitude and
behaviour desirable in a specific cross-cultural context. Managing diversity in this kind of
organization and its environment demands, at all management levels, a competence that is
often referred to as 'transcultural'.

250
Concept 12.2 Diver sity and transcultural competence in organizations

Year of the accountant?

Below is an extract from an artlcle by Victor But in this kind of topdown management
smart which examines the changing corporate culture you aren't expected to tell your bosses
environment in China, with particular reference anything they don't want to hear which can
to the adoption of international accoounting severely compromise the integrity of manage
standards. ment information. ror l.OmPariies such us
Jennift:!r Zhao ACMA, a finance manager at Unilever China. which is based in Shanghai, this
Shell Bitumen, recently moved into [thP com i:; a seriuus problem. It runs its business not
pany'sl new offices in the Chao Yang district only by the book. but by the 'bulletin' a thick
of Beijing. The previous tenant was a Chinese internal report upllateCI monthly with facts anCI
nrm and the layout is a warren of small offices. figurPs showlrig how e.:ii.:h product line, from
'Typic.dlly In Cl'lina pt:!uple meet In small offices shampoos to a new range of deodorants, is f.:ir
and sometimes nnly the bO$S tillks,' sM says. ing with the PRC's 1.3 billion consumers. James
'Shell, like most multinationals, has a much more Bruce, vicepresldent of finance for Unilever's
mana9erial approach where everybody gives China Group, explains how the firm clearly sets
their views: out what It expects of its recruits: we tell them
A bulldozer-style of management is valuable that there is a professional way of behaving.
if you are trying to force a way through China's You don't supply wrong information simply In
unaergrowth of bureaucracy. ar.r:ordin9 to one pledi.e your boss.'
independent consultant. 'You need a big, robust Source: Financial Management, 1 f'eoruary 2009: 21
personality to get anything done: he says. <extract) Retrieved lrom Acliva.com oatabase.

Transcultural competence

To develop the c apa city to act effectively at international level, companies must opt for inter
cultural management, in other words management that adapts its way of communicating,
negotiating and leading to the cultural context of the country in question. According to
Thery (2002) imparting recipes or dos and don'ts is not the answer: such quick fixes are
too anecdotal and offer no insight into the situation at hand. Nor is providing instruments
for 'cracking' cultural codes the answer on its own. VV'hat is needed is the application of a
global approach across the board, or a country-by-country approach. Moreover, the managers
involved must become aware of their own cultural preferences and, case by case, look for
ways of working that are adapted to those of another culture.
Trompenaars and Woolliams (2000) argue that cross-cultural comparisons are helpful
to demonstrate the different ways in which dilemmas are approached. In particular, they
have observed that some cultures begin from their own orientation and accommodate the
opposing dimension in a process of reconciliation. In contrast, some cultures (managers) are
quick to abandon their own orientation and to start from the opposing viewpoint hefore
returning to their initial orientation to ensure it is accommodated in the recor,ciliation
p r oc es (see C on cept 5.1 ).

251
Act ivlty l2.1

o lntercultural competence - the ability to communicate and collaborate successfully and


effectively with those from other cultures by recognizing and respecting differences as
well as other points of view.

Following on from transcultural competence is intracultural competence which Trompenaars


and Woolliams (2009: 443) define as the capability to leverage cultural and/or ethnic
diversity within teams'.
Contrary to what would have been expected, internationalization has reinforced the
importance of cultural diversity, rather than reducing it. It is therefore a question of a
company having a management that can actually manage this diversity in some way. This
means having managers who are able to adapt and who can use the intercultural situations
present both within and outside the company to the company's a<lvantage. Managers need
to acquire tools and working methods to allow them to develop sufficient competence in
the cross-cultural context to turn diversity into a competitive advantage.
Intercultural competence is everyone's business. Jt is not just a requirement for expatri
ates, but also for managers who work in multicultural teams. The question as to how this
competence can be acquired, or at least developed, is partially addressed in the introduc
tion to Part Two. The particular skil11' relati ng to the all-important communicative compo
nent of intercultural compete11ce are examint!d in Chapter 18.

This chapter has examined how managers In multinationals can best deal with cultural
diversity and do so to the company's advantage. One problem was.addressed: how can
managers embrace the. values of the country in which each subsidiary is operating while
ensuring that the subsidiary remains an integral part of the multinational? Bartlett and
Ghoshal's concept of the transnational organization, with its flexibility, efficiency and
transfer of expertise, was put forward as a way of resolving the local/global issues because
it allows the integration into the management process of the influences of the diverse
culture 9roups within the organization.

The chapter finally put forward the n ot i on of trans c ultu ral competence as exemplified
in the process of reconciliation (referred to earlier in Chapter 5). Using the reconciliation
approach can turn cultural diversity into a competitive advantage.

1. Certain companies regard the management of cultural diversity as a way of develop


ing new competencies that give them certain advantages. They are, for example, able
to recruit and hold on to good employees. to diversify their markets and to promote
creativity and innovation. For most of the time. however. it is just a Question of manaqinq
differences between genders and ethnic minorities.

What, in your opinion, are the reasons for companies adapting their recruiting, training
and communication policies to the cultural diversity of their personnel?
Chapter 12 Cultural diversity in organizations

2. Managers in international companies increasingly find themselves in situations where

they encounter representatives of many different cultures with which they are totally
unfamiliar or of which they have only superficial acquaintance. Rather than using a
. countrybycountry approach in such encounters, they are compelled by circumstances
to adopt a global stance. as Thery points out in Concept 12.2.

What do you consider to be one key element in this qlobal approach?

3. Transcultural competence is considered to be an essential element when managing


diversity of whatever kind.

To what extent do you believe this compete n ce can be developed, one which a number
of observers c l a im is esse nti a l l y innate?

Further readinQ
Adler, N.J. (2002} lnternation81 Dimensions of Orq anlzaUoodl Behaviour, 4th edn, Clnc!lihati, OH:
South-Western Thomson Learning. This book, devoted to crossculturar management. examines what
Na11cy Adler calls 'the International dimensions l)f pf!n11h>'s IJt.>haviour in or9an!2at1ons' and which !ihc
defines as a Mw field relative to the traditional study of management'. This work is particularly inter
estlng because it deals with studies of human behaviour carried out in essentially North American
organizations while, at the same tinne, adopting an approach to take account of the diversity and
complexity involved in the globalization of present-day organizations.

l=(eferences

Adler. N.J. (2002) in ternational Dimensions of Organizational Behaviour, 4th edn, Cincinnati, OH:
South-Western Thomson Learning.

Adler, N.J. and Ghadar, F'. 0990) 'International strategy from the perspective of people and culture:
the North American context.' in Ru9man, A.M. Ced.), Research in Global Strategic Management:
International Business Research for the Twenty-first Century; Canada's New Research Agenda,
Vol. I, Greenwich, CT: JAi Press: 179-205.

Bartlett, C.A. and Ghoshal, S. (1989) Managing Across Borders, Boston, MA: Harvard Business School
Press.

Bartlett. C.A.. Ghoshal. S. and Btrl<inshaw, J. (2003) Transnational Management. 4th edn. New York,
NY: McGrawHill Education.

. G6mez-Mejla. L.R.. Batkin, D.B. and Cardy, R.L. (2001) Managing _Human Resources. 3rd edn. Upper
Saddle River, NJ: Prentice Hall.

Moore. S. (1999) 'Understanding and managing diversity among groups at work: key issues for organ
izationat training and development". Journal of European Industrial Training, 23/4/5: 208217.

Steinmann, H. and Scherer. A.G. (2000) 'Considerations philosophiques sur le pluralisme culture! et
le management', In Ricciardelli, M., Urban, S. and Nanopoulos, K. (eds), Mondialisation des societes
multiculturelles, Paris: PUF: 99130.

Thery, B. (2002) Manager dans la diversitl!! culture/le, Paris: tditions d'Organisation.

Trompenaars. F'. and HampdenTurner, c. (1997) Ridings the Waves of Culfure, 2nd edn. London: Nicholas
Brealey.

Trompenaars. F'. and Woolliams. P. (2000) 'A new unified competency framework for the millennium
manager'. in Browaeys. M.J. and Trompenaars, f'. (eds), Case Studies on Cultural Dilemmas. Breuketen.
Netherlands: Nyenrode University Press: 2128.

254
References

Trompenaars, F. and Woolliams, P. (2009) 'Towards a general framework of competence for today's
global village'. in Deardorff, D.K. {ed.). The Sage Handbook of Intercultural Competence, Thousand
Oaks, CA: Sage: 438-455.

Woot. Ph. de <2000) 'Ambigu"ites de la globalisation', in Ricciardelli, M . Urban. S. and Nanopoulos, K.


(eds), Mondialisation des socites mufticutture/les, Paris: PUF; 155-170.

255
Diversity versus localization within a telecommunications company in
Latin America*

Read the case stu dy below and answer the questions that follow it .

11\!TRODUCi!ON
This case study is related to the field of cultural management and focuses on a large internatio11cil tele
communications company, which has operatio ns in Latin America. It is specifically related to the networks
division of this company.
The telecommunications industry has seen huge growth during the last couple of years in this part of the
world. One important factor is that the GSM technology has been adapted as the standard in most Latin
Ame rican countries and the local operators have adapted their moblle networks to this technology. The
operations of the company in question consist of providing equipment and services for the local operators
so the y can build, operate and maintain GSM mobi le network. During the last few years then llc1 l>et:!n
important growth in t er ms of revenue. e1urmel and offices. The company is present in most Latin American
countries (Figure 12.1).

1 . Argentina
2. Bolivia
3. Brazil
4. Chile
5. Colombia
6. Ecuador
7. Guatemala
6. Mexico
9. Panama
10. Peru
11. Venezuela

Figure 12.l Company's presence In Latin America (2005)

case study adapted from a case written by Roberto Danker (2006}, Nyenrode Business University.

256
Activity 12.1

To manage the growth of the personnel in this region efficiently and effectively, the company is using
two approaches. f"irst. existing employees of the company are moved to Latin America and offered positions
tor a fixed period ('expatriates', often abbreviated to 'expats'). Second, employees are being hired from the
country itself ('locals'). With regard to this second approach, the network division of this company is facing
a cultural dilemma: should it maintain a diversified organization In the specific country or should it 'localize'
the organization?
Diversity can be defined as a mixture of people with different groups of identities. such as gender, age,
education, ethnicity, language or marital status. Diversity can also be related to work, such as seniority,
management status. income or functional level of an employee. The advantages of diversity might be thot
it increases creativity. generates different opinions and opens the rnindset. This lement of rtiversity plays
an important role in the cornpany. In fad, it sees itself a a multicultural company in which diversity is an
important asset that enables the company to achieve extraordinary results. On the other hand, 'localization'
of personnel is also an important driver as it can, for instance. bring down costs and so make tM company
more competitive in the market. Another advantage of localization can be that it increases cultural awareness
within the company of the country within which it ls operatinq. Locals naturally understand their customs.
---

behaviours anfi language better than outsiders do. - - --- -


--
. _______ _ ___ --- --- -

- --
.------ -
-
------

COMPAi-Jv-VALUES AND 01vERs1rv


The corporate culture of the cornpariy is embedded in its cultu_re and values. Despite the company's rapid
growth, including that of the network division. it has continued to stress a corporate culture more typical of
an independent. innovative and creative startup. The objective has always been to maintain this culture,
no matter how large the company might become. The company believes the best way to achieve this goal
is through leadership rather than traditional management. This first entails the leaders disseminating the
company's four values. defined in the 1990s, to everyone in the organization. These values are: customer
satisfaction. respect. achievement and renewal. They are applied worldwide and form the core element of
the company culture as well as the basis for operations.
Furthermore, the company has defined goals with respect to diversity, a concept it defines as: 'Any demo
graphic and individual attribute that defines each person as a unique individual. It means all the ways we are
different from each other.' First of all, the company wants to encourage innovation which, it belleves, can best
be achieved by wellmanaged teams whose members come from diverse cultures. These teams are usually
more creative and find better solutions than homogeneous teams. The company also aims to improve its
understanding of customers. This can be best achieved through it mirroring a diverse marketplace to meet
customer needs and so anticipate future opportunities. Finally, the company wants to maximize the pool of
talent available. This entails attracting and retaining the best people within a competitive environment.

QUALITATIVE RESEARCH
To identify the corporate culture embedded in the company's values, qualltative research was conducted
among forty middle managers of the company in Latin America. An investigation was also carried out to
identify the company's corporate diversity policy and the attitude of the employees in this particular region
towards it. Topics were analysed such as 'the (dis)advantages of diversity' versus 'the (dis)advantages of
localization' in Latin America and the extent to which the company should 'localize' different functions. The
total group was further split into three subgroups to Identify any differences In views between certain types
of employees. The following subgroups were made (Figure 12.2):

Latin and Europeans;


Locals and EKpats; and
Females and Males.

257
Chapter 12 Cultural diversity In orianizations

35
30
25
20
: .

15 - .
--:--
. .

10
5
I .
.
. '

o .___.
__ ..__
_ _.___ a..._
_ ...1.-
_ _._
__..__
_
Latins Europeans Locals Expats Females Males
28 11 20 19 6 33

Figure 12.2 Subgroups of respondents to the questionnaire In the Latin American region

RESULTS or THE RESEARCH

Cultural dimensions of the company in Latin America


From the research comes the identification of the characteristics of the corporate culture and the cultural
dimensions of the company In Latin America. Figure 12.3 shows the characteristics of the corporate culture
(using Trompenaars' model; each shade represents a different type of corporate culture). The three most

Commitment to task-------'
Personal relationships 1--'-----
1-------1
Task-orlented
1------'1
Management by objectives
Trust ------''
Power of knowledge or competence ------"1
Affinity I-
-"-
" ----- --;__---'
Commitment to oneself miUB!!llBRlllBll!B!!E'I
Power of poslliu11 or role of the Individual -----'
'- ....
.... .._
. ..;;. .._ .__,_
_ _.

Job description/evaluation ,__
__ ___ '-_ ._
'-- ,_ ..
'--
....:. _ ._
.. ....
.... . .
,. _... 1
I

Professional recognition
Power of the person --------.
Rules and procedures '----------
1

Entrepreneurlal ...----'---'
Pay for performance._-------
Power of each lndivldual level i&"Mil4$il@WAWili11
Self-realization
O Guided missile
Power-oriented '---------
OFamily

I
Role-oriented .
El Eiffel tower
.. .

Order and predictability 1--------


El Incubator
Person-oriented ril$'lilM!ii'tii\litMW.lti
1 2 3 4 5 6
1 ci strongly disagree. 2 =disagree, 3 =disagree to some extent.
4 agree to some extent, 5 agree, 6 =strongly agree
...
figure 12.3 Corporate culture of one of the company's divisions In Latin America '

258
Activity 12.l

dominant characteristics of the company culture in Latin America are commitment to tasks', 'personal
relationships' and 'taskoriented'. On the other hand, a characteristic such as 'person-oriented', which basic
ally means that a company exists only to serve its employees, is a characteristic with which the respondents
of the company are not identified.
The results were based on the entire group: no distinction was made between different subgroups. It
is interesting to look at each subgroup and analyse how people in it identify themselves with, for instance,
cultural dimensions. Figure 12.4 shows the trends among the three subgroups in Latin America in terms
of cultural dimensions. The 'diffuse dimension. for example. which is the degree of involvement in personal
relationship among colleagues, is a cultural dimension valued mur.h more highly by l:.uropeans and Expats
than by Latins and Locr1ls. This might t!em to be atypical since Latins naturally value tl1is dlmen::.ion more
highly than Europeans. An explanation for this result migM be that all the Europeans are also Expats in
Latin Arnerko and therefore are much more open to having close personal contact amono thP.ir collc.:1gue!..
The results might have looked different for Europerins when based In tMir own country in Europe. Another
examnle Is that the females do not see the company as 'diffuse, which means that the females do not
tend to share many personal issues among their colleagues. Their male colleagues, on the other hand, see
'diffuse' as a dominant cultural dimension of the company in Latin America. Males tend to share their personal
life and issues much more easily among colleagues.

Latina veraua Europeans Locals versue Expats

Synchronic 0.5 O Expats


External I
D Europeans control i 0.4 0 Loca!s
External 0.5
control O Latins

Particularism 0.5 Particularism I


I 0.4
0.6

Achievement

Diffuse I o.7
Diffuse I
l 0.7 1 I
I I

2 3 4 5 6 2 3 4 5 6
1 strongly disagree. 2,. disagree. 1 strongly disagre. 2 G disagree,
3 , disagree some extent. 4 agree some extent, 3 .. disagree some extent, 4 agree some extent.
5 ,. agree. 6 " strongly agree 5 " agree, 6 .. strongly agree

Femeles and Males

Sequential 0.4 0 Males


D Females
External control 0.6

0.8
Internal control

1.0
Universalism

Diffuse 1.1
I , I I
2 3 4 5 6
1 2 stron gly disagree, 2 disagree,
3 disagree some extent, 4 agree some extent.
5 .. agree. 6 a strongly agree

F'k::;
.. , 1'
Largest differences among the three subgroups regarding cultural dimensions

259
Chapter 12 Cultural diversity in organizations

Advantages and disadvantages of localization versus diversity

The research also consisted of open questions by which those interviewed were asked to identify advantag(
and disadvantages of localization and diversity. Table 12.1 summarizes the responses.

Table 12.1 Localization versus diversity: advantages and disadvantages

Localization

Advantages Disadvantages . .
'

o Cost reduction and cost efficiency Lower awareness of company culture or company way

e Knowing the local culture. better insight, of working. Local culture cannot be appropriate for
company culture
understanding of the local reality, local way of
think ing e Limited experienr.P, lower exchange uf experience

c Cust om er intimacy and undertanaing customer () Lack of globa! connections and global guidance
needs o Less control I
o


Language

Local are able to solve thlnt;is taster


r.

o
Certain locol 11c1blts may not be suppo rtive to business

Local people tend to create their own rutP


I
Everybody understands aach other's position whP.n o <.:reat ion o f small political groups
discrepancies ori
t- It creates too narrow fl rnindset
o More realistlc approach to solving problems
- - -

Divers it y

Advantages D isad va nt ag es
-- '

<:< Different opinions, mindsets, points of view Cultural barriers and di.stance might lead to
misunderstandings
e Stimulates more cre(!tivity

l c 61 in gs in more experience
c.
Language (difficult to understand and communicate)

Puts flavour in work environment


Higher costs
&

I
I
More difficult to manage

(, Adaptation of foreigners to local culture might be a


risk

l c. Locals are not as well respected as they should be

It is also interesting to see the differences in opinion within each subgroup regarding the (dis)advantages
of localization and diversity. A Latin might have a different perception or preference from a European. The
same can be said about a Local compared to an Expatriate (who may be either a Latin or a European). Some
typical 'quotes' show the different perspectives within each subgroup:

Advantages of localization:

Local: 'Knowledge of the local situation can be very important in particular places like Latin America.'
'The cost of these resources is significantly lower.'
'The deep knowledge, contacts, behaviour, networking and cultural aspects bring potentially
better positions for dealing with the local culture of the customers and suppliers. Also the roles
that do not add value to the overall business are better contracted locally to reduce the cost of
the operation.'

E:xpat: 'Apart from minimizing the disadvantages of diversity, tocalization in general matches the cost
levels our customers can accept. Also, certain jobs, especially in the field and customer support
functions, would prefer local personnel for language and cultural reasons. The company will addi
.
tionally have access to the local ways of doing things, which are most often the most efficient.' .
.. . .
. .
260
Activity 1.2.1

Disadvantages of localization:

Latin: 'The company culture is still based on its European background (transparen cy, respect. flat
organizations, etc. ). If key positions are localizetl without there being a good understanding of
t he person's background, there is a high risk of basic principles being lost .
'

European: 'Less possibility of ensuring that the local organization stays in line with the way the company
works .'

AdvantaQes of diversity:

Local: 'People with different experiences in other projects in which our company participated enriched
others with a broader knowledge of the mobile business around the globe. Diversity Itself
motivates tolerance. This means that people of different nc1tio1alities, education and language
working together is itself a challenge that creates an environment of cooperation and flexibil
ity to work under potentially difficult circumstances.'

Expat: 'Having foreigners keeps the company's way of working alive, and ensures that our company does
not become too "localized" in terms of behaviour. A diverse organization <tlo impresses our
customPrs: they have the feeliny lhat they are getting the best of the company's global reach.'

CONC!.USIOl-.JS

On the basis of the research findings, conclusions can be made with respect to the cultural dilemma: why
should t he company have a diversified organization and what are the main reasons for having localization?
The main incentives for having a diversified organiz ation in Latin America can be summarized as follows.

a) Having cultural differences and multicultural teams in the organization in Latin America can lead to more
creativity and better solutions.

b) Diversity is necessary for remaining in business. This is because the organization in Latin America has been
growing fast during the last two years with a lot of new local employees, so experienced employees (mostly
foreigners) must be kept inside the organization for it to remain successful and competitive. With regard
to its customers, the company feels that it needs strong international backup support in Latin America to
ensure that its customers get the best possible attention.
c) Diversity keeps the company way of working alive.

As for localizing resources in the region, this is needed to reduce costs to stay competitive in the market.
Furthermore, the company should have local knowledge in Latin America to gain a deep understanding of
the market and to be close to the customer. Localization also helps to remove possible lang.uage barriers
and to gain a closer cultural match with local circumstances (customers. suppliers, customs, etc ) . .

Questions
1. Look a t Chapter 5 for a description of Trompenaar's seven dimensions, and then examine how
the author in his case study describes the results for the 'Diffuse' dimension with regard to the
three subgroups (FIQure 12.4).

2. Do the same analysis for the two dimensions 'External control' and 'Partlcularlsm', using the
Information given In Figure 12.4 and Trompenaar's definitions of these dimensions.

3. Read the quotes from the different subgroups and then decide which (dis)advantages of
Localization and Diversity are most referred to .. .
4. Discuss t h e conclusions given by the author at the end o f the case study.

261
Chapter l2 C u lt ural diversity In organizations

5. Below Is the author's answer with respect to the cultural dilemma: 'Which positions should be
localized, and which not?'

Author's analysis
The cultural dilemma comes down basically to the following question: which positions should be localized in Latin America
and which not? The results of the survey show that the organization does not have a clear answer to this question. All
respondents, whatever subgroup they belonged to. replied that the localization 'policy' was not clear. However; if we
look at the issue of localization in terms of different Job grades. and the percentages involved, the survey findings show
that for positions such as assistants and engineers the localization Is around 90 per cent. Furthermore. the survey shows
a tendency whereby the higher the position Inside the company. the less localized it should be. For higher management
positions the localization Is at least 75 per cent or more. Considering the 'Latin European subgroup', the Latins
believe there should be higher localization for high management positions (around 75-80 per cent). The Europeans
would like to see a lower tocalizatlon percentage (50-75 per cent). The reason for this might be that Latins believe that
higher management also has to deal with political issves in the covntrv. in which case a focal person is more suitable.
The Evropeans believe that the company headquarters needs to keep control of focal subsidiaries such as the one In
Latin America, and that the focal/zation should therefore be less.

a) Discuss the author's analysis with your peers.

b) Using the Information given In the case and/or your knowledge of the area In question, what
other alternative(s), if any, could you put forward?

Read the article below and answer the questions that follow.

Why multinationals struggle to manage talent

By Matthew Guthridge and Asmus B. Komm

Managing talent in a global organization is more complex and demanding than it is in a national business -

and few major worldwide corporations have risen to the challenge.


A McKinsey survey of managers at some of the world's bestknown multinationals covered a range of
sectors and all the main geographies. Our findings suggest that the movement of employees between
countries is still surprisingly limited and that many people tempted to relocate fear that doinQ so will
damage their career prospects. .

Yet companies that can satisfy their global talent needs and overcome cultural and other silobase'd
.. .
.
barriers tend to outperform those that don't.
We've long observed that global corporations t;Jfdlt'.! will! a more dlfflcult talent agenda than their
domestic counterparts - partly because they need to share resources and knowledge across a number
of business units and countries, partly because of the especially demanding nature of global leadership. .
To find out more, we undertook in-depth interviews with executives at 11 major global corporations and
separately invited senior managers at 22 global companies to participate in an onllne survey investigating
how effectively they manage their talent. More than 450 people, ranging from CEOs and other directors o
senior managers, Including HR professionals, took part in the survey. ,
The responses confirmed impressions from the Interviews that companies now struggle o n a number 'of.

talent management fronts, such as achieving greater cultural diversity, overcoming barriers to International.
moblllty, and establishing consistent HR processes in different geographical units.

'?(;/
Activity 12.2

Despite the value companies claim to.place on internatfonal management experience, the senior managers
who took the survey had made, on average, only 1.5 crossborder moves during their careers, as against an
average of 2 for managers at the topperforming companies. Interestingly, we found that the respondents
had also moved, on average, 1.7 times between different divisions within the same geography but only
1.3 times between different functions - another sign that movement from silo to silo is still limited.
Participants cited several personal disincentives to global mobility, but one of the most significant was
the expectation that employees would be demoted after repatriation to their home location. 'Overseas
experience is not taken seriously and not taken advantage of,' commented one senior manager. 'Much valu
able experience dissipates' because companies have a habit of 'ignoring input from returnees, and many
leave.' The quallty of the support for moblHty a company provides (for instance, assistance with housing and
the logistical aspects of a move} also plays a decisive role in determining how positive or challenging an
overseas assignment is for expatriates.
Perhaps the most provocative finding froni the research was the relationship between financial perform
ance, as measured bv profit per emptoyee,[ll and ten dimensions of global talent management. Companies
scoring in the top third of the survey (when all ten dimensions were combined) earned significantly higher
profit per employee than those in the bottom third. The correlations were particularly striking in three areas:
the creation of globally consistent talent evaluation processes. the management of cultural diversity, and
the mobility of global leaders. Companies achieving scores in the top third in any of these three areas had
a 70 per cent chance of achieving topthird financial performance. Companies scoring in the bottom third
of the survey in these three areas had a significantly lower probability of being top performers, particularly
if the company had inconsistent global talent processes. Although providing no evidence of true causality
and lacking a longitudinal perspective, the strong associations between company financial performance and
these globaltalentmanagement practices strengthen our belief that these are important areas on which
businesses and HR leaders shOuld focus their attention.
Global consistency in a company's talent evaluation processes is important, because for mobility to
succeed, line managers need to feel confident that employees transferring into their units from other parts
of the organization meet the same standards that their own people do. Moreover, company support and
training is vital to the promotion of diversity. HR managers stressed the need for expatriates to learn more
about the culture of the countries they transfer to than just the local language. 'If you have to choose,
explained one HR director. 'it's more important to have an open-minded leader than to have someone with
the right language skills.'
In our view the key implication of the research is that companies should focus hard on rotating talent
globally across divisions and geographies. Not only will this rotation support the development of company
talent, It will also promote greater cultural awareness and diversity. The research further examined why
some companies are better than others at developing global talent in this way. It found that those with top
managers and promotion systems that actively encourage their people to gain international experience -
and provide managers with incentives to share their talent with other units - were roughly twice as likely to
have effective global mobility practices than those that don't.
Global companies should consider devoting more resources and seniormanagement time to liberating
talent 'trapped' In national silos and more wholeheartedly supporting globalmobility programs. Instilling
a common set of talent evaluation processes throughout the world - especially standardized individual
performance evaluations - will underpin this effort and build the confidence of line managers.
More and more companies are stepping up their International revenues, their overseas customer base.
and their nondomestic workforce. What our research suggests is that many of them need to match these
achievements with truly global talent-management attitudes and practices.

1 See Lowell L. Bryan. 'The new metrics of corporate performance: Protlt per employee', Mcl</flSey Ouarterlv. 2007 Number I, pp. 5665.
Source: Guthridge. M. & Komm. A. (2008). 'Why multinationals struQgle to manage talent'. McKinsev Ouarterly, (4). \013.
Retrie11ed from Business Source Complete database.

263
Chapter 12 Cultural diversity in organizations

Questions

1. Summarize the cultural factors that according to the survey, correlate strongly with strong financial
performance. Which do you consider to be the key factor? Explain your reasons.

2. On the basis of the survey's findin gs, how can the cultural experiences of managers returni ng from
working abroad best be used for the company's benefit?

3. What, In your opinion should be the hared 'talent evaluation processes' which could liberate 'talent
trapped In national silos'?

?fi4
Making cultural profiles of brands

A strong brand Is re flected In the culture of the organization, which is Itself a reflection of the people
working In it. This relationship Is the foc us of the study below.

The authors of the origi na l study on which the text below Is based, examined and compa red a number of
different bran ds of one company. To assess the extent to which the brands differ from each olher, they
develo ped a model wh i ch is an adaptati on of the model used in Part One to determine a cultural profile. The
model used in thei r study maintains the layout and some of the val ues of the Part One model. supplemented
with others conceived by the authors. Using this model, the authors drew up a cul t u ral profile for each of
the brands in ques.tio n in line wi th the authors' observations and perceptions.

Learning outcomes
After completing this activity you sho ul d be able to:

a> Indicate cu lt u ral differences used in the marketing of brands.

e Determine the cu ltural profile of your choice of brands using an adapted version of the mooel used in
Part One to determine a person's cultural profile .

YOUR ASSIGNMENT
Read the paper below and a n swer the questions that follow It.

Brands and their cultures

This paper Is based on the Master's thesis written by METHODOLOGY USED


Erik Slerkstra and Robert Stal (2005, Nyenrode Business
The cultural profile model used by Srowaevs and Price
Unlverslteit). The company and brands used In the original
(Part One, Chapter 6, Figure 6.1) will be applied, but In
thesis have been fictionalized.
amended form to enable research into brands in general,

Cherlon, with its headQuarters in New York, is an international and the differences between them in particular. The first
manufacturer of cosmetic products. it has brand teams In e!ement added to the model is that of Control: the eKtent
each of Its operating companies responsible for the sales and to which head office exercises control over the different
marketing in their specific country. Within Cherlon Germany, brands (flexible/rigid). Two other elements Appearance and
it is said that the employees radiate the characteristics of the Behaviour (formal/ir!formal) have been added to the profile
brand they are currently working with. This paper will con model to enable tile degree of formality in people's beha

Siderfour brands an d their respective teams at t11e operatinq viour to be assessed, Two further additions have t>een made
company's Berlin headQuarters. The important features of to assess the Fashion sense in the brand (trendy/classical)
each brand will be discussed and then contrasted. as wen as the Affinity of the brand with the parent company
Part Two Ffnal activities A2.1

- the extent to which the brand Is associated with Cherlon Flexibility


(weak/strong).
The three values used in the original cultural profile are
adhered to: Time Focus Cmonochronic/polychronic), Power
structure (hierarchy/eQuality) and Action (doing/being).
These values are aspects of a brand's culture and can be
extracted easily from Interviews. They are all artefacts. as
It were, of a brand culture and the values of one brand can
be easily compared with those of another.
To gain insight Into each of the brands, interviews were
carried out with employees working for one of these brands.
All of these employees had worked for other brands, mainly Informal behaviour
at Cherlon's head office. The questions asked of each inter
Figure A2.1.1 Mara's cultural profile
viewee were focused on how the culture of the brand w hich
the employee was currently bus)' wlth differed from other
brands he knew or had worked for. Other questions were be marketed is left entlrely to the subsidiary. This is
also asked to determine how the culture of the employee's because the division's marketing Is based on door-todoor
brand in the country in question differed from the same (salon-to-sak111} and 1m1sl therefore be adjusted for each
brand's culture In another country's subsidiary.
market (Figure A2.1.1).
Mara seems to have a polychronic time focus. This means
THE BRANDS that the people working with the brand do many things
at once and do not always stick to a planned schedule.
Four brands were chosen for analysis from Cherlon's
Furthermore, the culture appears to be both a being and
products. They each orc:upy a \JOlque position in the com
a doing culture. Although the brand truly 'lives' in the team
pany's portfolio and the images they radiate are different
(bcin9), it!i mcmbcr5 ol5o hilve to come up with thl!ir own
to each other's.
ideas about how to market and sell the product (doinQ).
The brands described below were chosen from the:
The hierarchy of the brand team appears to be quite flat.
e Women's professional products division despite the expectations for German organizations. While
Men's professional products division the behaviour seemed to be neither formal nor informal, the
o Luxury products division team-members who were seen walking around were dressed
" Consumer products division. In stylish suits (rather formal). The affinity with the mother
company seems to be strong since the people In the brand
To show the difference between these brands. a cultural
team look neat. stylish and fashion-aware, reflecting head
profile was made of each.
office culture. F"lnally, the style seen within the Mara team was
very trendy in terms of hairstyle and, even though people
Brand A: Mara from the women's were wearing suits, as mentioned earner. they were trendy
professional products divisio n suits, giving the impression that the people were represent
ing a trendy brand rather than a classical one.
Mara stands for passion for fashion. The products are manu
factured specifically for use by hairstylists and colourlsts.
Brand B: Ragel from the men's professional
This division tries to create a stron9 bond with Its clients
by ensuring that 1:1 tmmrJ representative visit its main products division
professional clients at least once every five weeks.
The men's professional products division was recently
Apart from this intensive contact, the brand also has
acquired by the company. Although It has been integrated
a foot In the door In the fashion world. As a hairstylist at
into the company, the head office is still in London, where
fashion shows and a sponsor of young talent In the Industry,
Ragel is origlnally from. The image of Ragel reflects the
Mara stays In close contact with the market. trendy, llfe-ln-the-fasHane of London's young Inhabitants.
The brand offers consumers a high-priced luxury hair-care
Mara's cultural profile product. This Is offered to both men and women, althouqh
The first feature of the brand that emerged from the inter the focus at present seems to be on men. Ragel is a product
views was its obvious flexibility. The way the product is to for a younger market.

266
Part Two Final activities A2.1

Flexibility great care. This image is reflected in the culture of the


brand. Cherlon's head office is the 'father' of Lussus beauty
and Lussu is the flagship of the Cherlon group, a treasure
well guarded by head office. This is why it seems so diffl
cult for anyone to make any changes within this brand until
they have proved themselves worthy of doing so.

Lussu's cultural profile


The profile in Figure A2.l.3 clearly differs from those of
the other brands. Because of Its va!ue, Lussu Is a rigldly
controlled brand. It has a planning system that works
Informal behaviour according to strictly regulated launch times and controlled

Fig u re A2.1.2 Ra,gel's cultural profile tasks and targets. The brand seems to be a strong 'doing'
brand, one that is focused on meeting targets and reach
ing goals rather than using to the full the personal qualities
Raqel's cultural profile of lts team members. Lussu seems to be one of the most
From Figure A2.1.2, one can see differences between Ragers hierarchical brands within the company, where every step
cultural profile illid that of Mar<i. The parent company's seems to be controlled by head office. It aprears alo lo be
control over this brand seems relatively ri9id. The brancl a very forn'ldl brand, both in terms of attire and behaviour.
team inv<'lved con dedd for themselves where they want Lussu's affinity with Its parent company Is very strong: It is
to place posters, advertisements and TV commercials. Alt a proud image of the company. Finally, Lussu seems more
these. however, have been designed in London where Ragel's of a classic brand than a trendy one. Though It is up to date
head office ls found. Since the team is not directly Involved with fashion, as all brands of the company should be. it
in the design process. one would expect its members to be seems to target mature. 'classy' ladles who are willing to
dissatisfied with the inflexibility of their task. The interviews, spend money on their looks.
however. did not reveal any discontent.
The timing seems to be a mix of polychronlc and
Flex ibility
monochronic. Although any planning Is strict, some leeway
Is offered to allow the team to apply their personal touch. The

Impression emerged that Ragel was more a being brand


rather than a doing brand: it appeared to be more a brand
that judges a person for what they are rather than how they
perform. The brand conveys a certain sense of equality as
evidenced in the way the team's work area has been designed
<no closedoff rooms. only glass divisions) and In the way
the members mix when having lunch together (marketeers

with salespeople, administrators with artdesigners). Their


attire as well as their behaviour appears rather informal:
Informal behaviour
the brand manager as well as the rest of the team walk
around the office in jean s rather than suits (internally). In Figure A2.1.3 Lussu's cultural profile
terms of its overall style, Ragel is trendy.

Of all of Cherlon's brands, Ragel seems to have the


weakest affinity with its parent-company. It gives the lmpres
Brand D: Tifla from the consumer products
sion of being a brand on Its own, separate from the group
division
While still betonglng to it.
Tlfla is what one could call the young face of the company.
a brand based on high saies and strong image. This brand
Brand C: Lussu from the luxury products
is used to sell products such as haircare, skincan. makeup
division
and styling products to young people. Brand D is based on
Lussu is the only daug.hter of a vigilant father. an eternal high saies and a good image. This seems to be company's
Part TWo t:"inisl activities A.2.1

Tifla's cultural prof/le values are important within these brands and how these

Tlfla seems to be more tightly controlled than the other differ. One can lmaQlne, therefore, how problematic thE

brands discussed (Fi9ure A2.1.4). This Is a brand based transfer by an employee from one brand team to anothe1

on high volume sales for revenues and, for this reason, can be: the employee wlll be expected to dress differently

control from head office Is considerable. The divisional communicate with people differently, act differently anc

manager at the local subsidiary does. however, have certain make other adjustments to become a par't of the brand'

discretion over the launch price of a new product and in This just shows how much the brands 'live' in the compan\

store promotions. For this reason, the tlmln9 Involved can as a whole. Were this not the case, then any transfer frocr

bE' c:onsidered more monochronic than polychronic. This one brand to another would entail simply selllno a different

brand seems to have a rather 'soft' hierarchy: attire seems product. I lowcvcr. at Cherlon, a ron r.hanoes along witt

relatively informal, as does thl! 1.J1d 1dvlour. This ties in with the the change of brand. That is why the differences in culture

brand being the young face of the company, even though it described above ;ire so important.

is not the most informal. Tifla's affinity with the company


group is very strong and this is visible on the packaging Questions
where the name of the parentcompany appears in slightly
1. By referring to FiQure 6.1 'Model of culture' and
smaller lelters below the brand naml!. Tlfla is also trendy: ft
the final activity A1.1 of Part One, make a similar
needs to spot the newest fashion in the marki>t and mass
'model for brand cultures' uslnQ the parameters
produce it. Those working for the brand wear trendy clothes.
chosen by the authors of this study.
reflecting the brand's lmaoe and showlno once again that
2.. Reread the definitions of the topics In Concept 6.1:
those working with the brand live up to Its Image.
Time focus (polychronlc/monochronlc); Activity
(being/doing); and Power (hierarchy/equality). Deflnf
in the same way the five new values of the model
used by the authors' paper In making the profile of
the brands.
3. Summa rize the dlfftrences and similarities between
the profiles of the four Cherlon brands.
4. Using a similar procedure, make a cultural study of
brands In cosmetics or other Industries:
a) Choose a real company on the Internet that worl
with several brands.
b) Look at the Information available - text a s
well as Images - and choose some of contrastlnt
Informal behaviour
brands within the company. If possible, talk
Figure A2.1.4 Tlfla's cultural proflle to people famlllar with the brands In question
and, If possible, with people worklnQ for the

Concludlng remarks on brands across brands.


c) Develop a cultural proflle for each brand using
cultures
the models refured to In question 1. If necessar
There are some large differences In the cultures of the brands you may adapt some of the values used In the
described above. One can see, brand by brand. what cultural models.

268
This acti vity is based on a case study Into how two chemical companies In South Africa addressed the
strategic and cultural issues involved In a joint venture The author was Involved in
. setting up the joint
venture and ends his case with a critical assessment of the measures Implemented to ensure the venture s '

succP.ss on the cultural rront.

Learning outcomes

After completing this activity you will:

c Gain insight into the issues involved when two companies that are culturally different. but in the Sdme
country, set up a standalone joint ventura.

e Be aware of the issues of power involved in such a venture and the difficulties in resolving them.

o Understand how act ive measures can promote the creation of a new organizational culture within such

a joint venture.

YOUR ASSIGNMENT

Read the following case study and then answer the questions that follow it.

Creating chemistry - a case study

This case Is adapted from one written by F'aln Ferguson In Browaeys, M.J. (ed.) (1996) The Challenge of cross-Cultural
Management, Nyenrode University Press.

Why a joint venture?

A couple of years ago, two large chemical manufacturers in South Africa - AECI Limited and Sasol Limited - agreed to
combine certain operations and to form a separate entity as a Joint venture. The new venture formed was called Polifin.
As the company now stands, AECI and Sasol own 80 p er cent of the shares with the remaining 20 per cent being traded
on the stock exchange or held in employee share benefit schemes. Although the company is now run as a separate entity,
It is stilt effecttvely controlled by the board of directors and shareholders of both AECI and Sasol.
The objective of the project was to combine complementary manufacturing plants from the two separate companies
to benefit from the effects of internal transfer pricing and the synergies that would be created. It was felt that greater
economies of scale. better production scheduling, more efficient customer service and the creation of a monooollstic
niche could be achieved by the Joint venture. The reason for creating such a joint venture, and not just a sales agreement.
was to create a company that was separate from the other two companies and one that could grow and develop products
and processes that would not be achieved with just a sales agreement. furthermore. the size of the combined forces

would give credibility to the operation In the market place.


Part Two Final activities A2.2

Bringing about t h e joint venture

From inception, a separate management team was created to run this project. The team included managers and staff
from both founding organizations as wen as new stat!. It was expected to co-ordinate, create and manage the change over
of functions and staff to the new company. Decisions had to be made to match reporting methods, to resolve personnel
issues (such as staff grading, pension benefits, medical aid and staff pre-requisites) and to determine the type of control
given to divisions. The project was made more complicated than the start of a brand new operation by the fact that these
functions already existed and now had to be moo1tied or changed lo m with the Mw strategic::; und directions taken.
A new plant was built to increase the capacity of the organization and a completely new head office was created, with
sales. some division heads and corporate administration being included. This move, again, provided managemnt with
a number of decisions as to where to locate, the type of offices and the size required and allocation to be given to the
various divisions.
The two companies involved <AECI and Sasol) had very diff!':rent reporting requirements as well as information needs.
Information had to be supplied at different times to each during the month and the Information-gathering process often had
to be duplicated to supply exactly the information requested. The fact that these two companies had different year ends also
r;omplicated lite within Polifln. fortunately, the product flow was in a linear fashion with most divisions only being reliant
on one other division. Consequently, there were not a lot of serious cultural issues tnat the divisions hdu to address.

Cultur(: issus
'
As already mentioned, a large percentage of the staff came from AECI and Sasol. The companies were run differently, with
AECI being used to much more informal management and decentralization of power to the divisions. Sasol on the other hand
was a fairly hierarchical company with protocols that were written and unwrit\P.n law within the organiz;ition (for example
office sizes were determined by the spedclfic level of seniority in the organization. with formal titles being used and staff
having to go through the 'right' bureaucratic channels to get issues addressed). The cultural issues wlll be addressed at
various levels.

fllntivtlI cu/tu1
Two of the subcultures within South Africa are English and Afrikaans. The English culture is based on open and lnfon11ck
communications. whereby the nature of authority is frequently challenged. The Afrikaans culture on the other hand is .
characterized by distinct respect for elders and discipiine <especially within a school environment) and the need to obey .
this discipline and not to question authority at all stages.

Professional cu/l'ure
As is typical of the chemical industry, senior management mainly had backgrounds in chemical engineering and in this
respect found It easy to understand one another. Other functions, such as accounting, were staffed by people with simllar
backgrounds. Consequently, the issue of professional culture did not appear to have much effect on the joint venture. .: ;

Organizational culture
The existence of two subcultures led to a problem in defining the best corporate culture for the venture. The culture of tM
AECI staff was informal with a number of business issues being discussed over a 'beer' in the evening and an informal!:'
opendoor, firstname basis. On the other hand, the Sasol staff were characterized by a head of the division controlling all.'.
the information flows in and out as well as being the representative with senior management. The culture was hierarchical..;

and formal with much empire building behind the scenes.


The analysis above reveals the problem faced at Polifin. Two distinct operating styles needed to be satisfied and'
supported, or even modified to create a new culture.
)
: ,:

Power issues :'.?


The need to win the confidence of senior managers, as well as the need to assert power over other divisions, led to power'

issues. A couple of examples are required to illustrate this:

e The corporate accounting division had the task of co-ordinating and reporting financial information monthly, quarterly
and annually. Because of the stringent requirements or the controlling shareholders and the fact that the head wa(j
second in charge of the joint venture, and responsible for the daytoday running of the organization. the division was.
:'"i
. . ..
. :

270
Part Two Final activities A2.2

qiven a lot of power to force compliance with their reporting requirements. The problem was that the divisions that
came from the AECI group were used to their own standards and deadlines and refused to cooperate. The result was
that at the end of each month, a couple of telephone calls were required to ensure compliance.

Senior staff from Sasol wanted their own parking bays and would really create a stir if anyone else was found using
them. The need to affirm their seniority was strong.

(: ExSasol division heads would only pass on information about their figures on 'a need to know' basis. They protected
their information base, apparently hoping to be abi to use informational advantages as leverage during the year. It

reflected the culture of hierarchy and forcing of reliance so that they were noticed.

A frontstage to the organization could be identified, showing it to be falrly dynamic without too many formal procedures
in place, one which was undergoing a few teething problems in its rush to meet consumer demanr.I. However, there was

also a backstage where the culturP was definitely one or ower struggles. The environment had an Adversarla l feeling in
which exSasol employees faced exAECI employees, both sides supported by 'their' divisions. Clearly the full benefits of
synergy were not being obtained.

Bringing the cultures together


Measures had to be taken to bridge the two regimes and to define a new culture to go with the new standalone business.

Bl'idginr; culture
Occasions were created whereby employees had the opportunity to int.ra ct. A numl.Jr of drinual events (such as the
annual m<1nagcrs' c.:onferelll:e) were arranged to bring the two regimes together and to create a new sense of belonging.
Management tours of plants were arranged to meet the staff and to let staff know who the managers were. Sporting
events and sociat activities helped create interaction among staff and to create healthy competition among divisions.

Other I nstruments were used:

(I fnhouse magazines were introduced to create a feeling of internal culture as well as to enable the 'people' within the
organization to get to know each other.
e Computer systems throughout the organization were e ventually harmonized.
A new logo was created and a dist inctive image of the company portrayed to the publlc, giving the employees some
thing to work towards and feel part of.
Once the stock was listed, shares were awarded to staff throughout the company,
C'. New policies and procedure manuals were written to define the expectations of the new company.

Neutralizing power imbalance


The method used to stop the creation of power empires was to instigate job rotation. Managers who previously operated
in a hierarchical manner were suddenly thrown Into situations that require d a different approach. This would, it was hoped,
lead to a change in management approach and would help to modify the structural Inefficiencies. Furthermore, this
rotation could lead to a good bridging of the backstage cultures: new managers coutd develop a deeper understanding of
the underlying issues.
Power was also removed from division managers. Divisions had previously been allowed to handle their own cash and
run separate bank accounts. This was now done centrally to simplify the cash position of the organization.

Managers had also to complete newly formatted reports. They now had to comply with the new information require
rnents and learn how to present their Information in a different way.

The results of the measures

me of the project was the eventual creation of a new identity and culture that could definitely be identlfi d
The outco

! frorn the outside (frontstage culture). However, the re was stlll a way to go to achieve a new Internal culture (backstage
1 tulture). The divisions insisted on maintaining their own way of collating information and, for example, oflen supplied
. information
l'
.' to, to the corporate accounting division in different formats and with varying degrees of detail. The efficiency
of the o
rganization still needed improvement because lack of total compliance increased the time spent making inquiries
at the division
.
s.
Part Two Final activities A2.2

In economic terms, the project appeared to be successful: the results exceeded expectations and surprised the
controlling shareholders. The synergies achieved created a monopoly within the South African market that was abte to
undercut Internationally competitive prices. The market became a price taker and this resulted in impressive profits and
cash flows. The funding of new projects could be made from cash rather than from borrowings.
The com bi n at i on of the various divisions created benefits. with raw material inputs being more efficiently used to
create the finished goods at a cheaper price and better quality. There were fewer stock failures through increased under
standing of the flow of products. Managers who had previously worked on a seller/purchaser basis now had closer con
tact to each other and understood each other's needs better.

Boundary-spanning performance

An important lesson to be learnt from this exercise was that a better awareness of the cultural differences (and how
cultur affected Lii!! v<'lrious opentions) could have led to fowc-r conflicts. Cultural issues could have hPPn n<lnrP>ed
In advance instead of being left to simmer until conflict brought them to the surface. Perhaps better ptannlng at the
startup phase would have negated the culture differences. This could have involved reviewing the structure of divisions,
defining a new, companywide standard that allowed employees to start at similar levels, and organizing crosscultural
workshops to create awareness. f"u rthermore, the development of policies, procedures and practices could have been
defined at the start instead of being developed in an ad hoc manner.
The focus of not just the functional aspects but also the interpersonal aspects could have been addressed a lot better
than they were. Upfront discussion and negotiations with staff members could have assuaged a lot of their worries.
Finally, there is a saying that 'time heals all wounds' - and this seems to be relevant here. As time goes by, people will
creatv llleir own r.nlturP. within an oroanization and will slowly drop/adapt their old cultures. Eventually, staff will retire
and be replaced with new staff who will become socialized in the new culture.

Questions

1. What were the reasons compelling the two companies to set up a joint venture?

2. What do you consider to have been the main cultural issues at the outset?

3. How were these issues addressed at the start? What was done later to deal with the cultural
problems?

4. The author suggests how the cultural conflicts could have been addressed from the start of the
venture and suggests that a new culture will eventually replace the previous ones. Give your opinion
of his suggestions and propose any other actions that could have been taken both at the start and
during the development of the joint project.

272