SIAP - Forming Cross-cultural Perceptions

DaimlerChrysler, one of the largest international corporate mergers in history, fell apart in just nine years largely due to cultural differences. Why? How did this happen? Is culture so huge a barrier that it prevents companies and individuals from doing business together? Well, yes and no. Culture can certainly be a barrier, but with proper training and skills, you can overcome any barrier.

DaimlerChrysler executives agreed that cross-cultural training was one of their weak points. What they received focused mostly on behaviors and stereotypes rather than on the reasons behind the behaviors. Participants were told, for example, that Germans can be stiff and formal while Americans can be superficial. The resulting cross-cultural perceptions conflicted with reality, and executives were confused when the Germans were actually relaxed and friendly and the Americans were sincere.

Whether you are working locally with expatriates or working overseas in a multinational company, ensuring accuracy in your cross-cultural perceptions is a key component of conducting international business successfully. You can develop a systematic understanding of other cultures once you know how your cross-cultural perceptions are formed. So, let’s examine this four-phase process.

Phase One is called Selection. Imagine you’ve been given a two-year assignment in your company’s Paris office. You’ve never been to Europe and you speak no French other than ‘bonjour’ and ‘merci’. When you step off the plane at Charles de Gaul International, you are overwhelmed with new sensations so you try to control the amount of cross-cultural input. You may isolate yourself from the host culture and seek out people who are ‘like you’. Comparisons with your culture may be negative. At the Selection phase, you’re feeling some of the symptoms of culture shock.

Phase Two is called Interpretation. As you observe behavior in your host culture, you learn the meaning behind it. You can explain, for example, why the French seem to disagree with everything you say. As a result, you accept that diverse perspectives exist and appreciate similarities even more.

Phase Three is called Application. At this stage, your perspectives lead you to behave appropriately in French culture. Some of your perspectives, in fact, may shift towards the French world view. Now, when comparing French culture with your own, some aspects of yours may actually appear negative. You have adapted some host culture behavior, and you live it.

Phase Four is called Prediction. Now you understand what to expect from your host culture. You know that some of your own behavior will result in specific consequences. If I do this, then the French will do that. As a result, you know how to build bridges between two cultures. Both your frame of reference and your identity has become multicultural.

Selection, Interpretation, Application and Prediction. Monitor this four-phase process as your own cross-cultural perspectives develop. If you do, then S-I-A-P, siap! You’re prepared.