1 Culture and its impact

Learning outcomes
■ Learn to use key vocabulary to describe culture.
■ Use questions in the present simple and present
continuous appropriately.
■ Find out about and understand different
cultures of work and study.

1 Discuss the following questions.

Business view
■ How independent are you? Do you like to make your own
decisions? Which groups of people do you ask for help and advice? C om pany cultures are
■ How much time do you spend on planning a holiday or a like country cultures. Never
business trip? Do you like to have all the details or do you just go try to change one. Try,
and hope for the best? instead, to work w ith w hat
■ Would you prefer to have a manager who is a strong leader you've got.
and makes all the decisions or one who likes to get everybody's
Peter F. Drucker, management expert
opinion before they make a decision?
and author
2 Now discuss the following questions.
■ Were your answers similar to or different from the answers of the
Managers cannot m anage
people you spoke to?
diverse cultures successfully
■ Do you think that your answers would be similar for most people
in your country, or does it depend on other factors, e.g. age,
until they und erstan d w hat
gender, education? culture is and know their
own culture. •} •)
3 The word 'culture' is often seen as related to the customs and
traditions of a particular country. But we all belong to a number Romie Littrell, author and associate
of different cultures. Think about the different cultures which professor at Auckland University of
you are part of. In pairs, discuss which of the cultures below Technology, New Zealand
have the most influence on you.
Critical analysis
The culture o f. ..
How important do you think it is to understand your own
... the area you come from culture before trying to understand someone else's?
... your age group Think about your country or organisation. What tips could you
... your job and qualifications give to people coming to your country or organisation to do
... your interests business for the first time? Use the quotes above to help you.
... the organisation you work for

1 0 1 CULTURE AND ITS IM PACT

 Reading: Professor Hofstede's dimensions of culture

Professor Geert Hofstede, who worked at Maastricht University in the Netherlands and for IBM is a giant in the field
of intercultural communication. According to Hofstede, each culture can be analysed according to five different
dimensions. The theory has been criticised for being too static. However, business people working internationally
still use it today.

ftO O
® G D 0
S T
The Five Dimensions
Individualism/Collectivism: If people are from an Masculinity: In this dimension, there is a gender gap.
individualistic society they will see themselves as single Women’s values are said to be more similar across all
independent actors, not as a group member at a deep level cultures. Women are said to value kindness, building
as people in collective societies do. Hofstede emphasises relationships and reaching agreements through
that the groups are ‘natural’ ones, such as family, not just communication. In cultures with a low masculinity
any group. It is also important to realise that this dimension dimension, men also share the values connected with
does not show that some people like to be in groups; they 10 women and there is more equality between men and
are in groups because it is a matter of identity. women. However, cultures with a high masculinity
Uncertainty avoidance: In some cultures, people prefer dimension have more values connected with men:
to have everything presented in detail so there will be few, competition, assertiveness and ‘looking out for Number
if any surprises. In cultures where uncertainty avoidance One’, in such cultures, the values of women also move
is low, people are more relaxed about the unknown and is towards the masculinity end of the spectrum.
are not worried when they don’t have all the details. Long-term/Short-term orientation: Long-term planning,
Power distance: Hierarchy is a feature of most human saving and hard work are valued in cultures with long
life, but in some cultures, the gap between those with a lot term orientation, whereas living for the moment is more
of power and those with little power is wider. This leads to important in those with short-term orientation.
a society where power is concentrated on a small number 10 These five dimensions, taken together, can give important
of people at the top who make most of the decisions, and insights for someone wishing to enter a new culture for
there is less expectation of movement between classes business, study or other purposes. These dimensions are
or levels. In cultures where power distance is low, people tendencies, not rules. They can help to predict actions
tend to expect that those in power have earned it. They of groups, societies or nations, but there will always be
also expect power relations to be more democratic than 45 different individuals.
those in a high power distance society.
Source: Website of Professor Geert Hofstede

1 Read the article. Are these statements true or false? 6 You need to communicate with the top managers to get
1 People in individualistic societies see themselves as independent. answers and to get things done.
2 People in cultures with a low uncertainty avoidance like to have as 7 Respect the traditions of the society.
much information as possible when they make plans. 8 You don't worry about the details in this society.
3 People in places where there is high power distance expect to be 9 Men and women should be treated equally. Finding agreement
able to move to a position of power more easily. is more important than'winning'a discussion.
4 Men share the same values as women in low masculinity cultures. 10 People in this society probably do not expect a job for life.
5 People in places with long-term orientation are likely to spend all a Individualistic
the money they earn. b Collectivist
6 These dimensions are rules and you should always follow them c High uncertainty avoidance
when dealing with people from different countries. d Low uncertainty avoidance
2 Match tips 1-10 with the society a-j that they describe. e High power distance
f Low power distance
1 The management values teamwork and wants everybody to be
g Low masculinity dimension
involved in the decision-making process.
h High masculinity dimension
2 Hard work is important in these countries.
i Long-term orientation
3 People want to express their own opinion.
j Short-term orientation
4 You might employ a management team of men in this society.
5 You should give detailed plans o f every project.

1 CULTURE AND ITS IM PACT 11

 Language focus 1: Using key vocabulary 4 Write questions using the prompts. Add the question words
below where necessary. More than one question may be possible.
1 Look at the table below. It shows a useful way of recording
and learning new vocabulary. Complete the table with words when how what why how much
from the article used to describe culture.
Example: you / work on any projects / at the moment?
Verb Adjective Noun Are you working on any projects a t the. moment?

communicate communicative 1 1 you / usually / have department meetings?

? analytical analysis 2 you / always / discuss / decisions with your boss?

3 deal w ith /th is problem?
(un)certain
4 y o u/w o rk o n /th is week?
avoid avoidable 4 5 she / never arrive / on time for meetings?
s valued / valuable value
O utput: Finding out about the culture
compete competitive 6 /
competitor

2 Now complete these sentences with words from exercise 1.

1 It is important for a company to show that i t ____________ the
work of its employees.
2 There are a lot of other companies which offer similar products so
the market is q uite _____________
3 We use Intranet, email and telephone conferences to
with each other.
4 If we want t o ____________ this problem in the future, we need
to change the situation now.
5 The future of the company is very____________ ; we don't know
if they will go bankrupt or not.
6 Our____________ shows that employees want to have more
decision-making power.

Work in small groups. The pictures illustrate different cultures

1 Look at these pairs of sentences and say: of work. Choose one of the groups in the pictures or think
a which tense is used - present simple or present continuous about a culture of work which you are familiar with. Discuss the
b what the difference in the meaning of the underlined verbs is. following features in the culture of work you have chosen.
1 a I work full-time in a communications company.
teamwork planning dress code punctuality
b I am working on a project with a group of trainers.
formality (in how people speak to each other)
2 a He lives in Spain. He went there when he retired.
socialising outside of the organisation using mobile phones
b He's living in Manhattan. He will come back to London next year.

Think about your own language. Do you use different present Stage 1
tenses to show whether the action is permanent or temporary? You want to find out about someone's work or study culture.
If not, how do you show this? Look back at the article on page 11 and at the points you
discussed above. In your group write a questionnaire of about
2 Put these questions in the correct order.
eight questions to ask about someone's place of work or study.
1 m ea n/'a bs urd '/d o e s/w ha t?
Try to use some of the new vocabulary you learnt in this unit.
2 working / he / where / the / at / is / moment ?
3 departments / taking part/ project / in / which / the / are ? Stage 2
4 you / for / company / do / work / which ? Now find someone who discussed another culture of work or
study and ask them your questions. Note down the answers.
3 Now complete these rules.
1 To form a question with the present continuous, use the auxiliary Stage 3
verb____________ and the -ing form of the main verb. Put the What do the results tell you about the work culture of those
auxiliary verb before the subject {he / they, etc.). places of work or study? Would you like to work there?
2 To form a question with the present simple, use the auxiliary verb Would you change any of the questions you asked to get more
____________ and the infinitive without to. or different information?

1 2 1 CULTURE AND ITS IMPACT

 C a se study
1.2 Practice: Relocation and repatriation

Learning outcom es
■ Think about and discuss cultural issues in a multinational organisation.
■ Use stative verbs in the present tense.
■ Think of ways of resolving problems when returning to your
country after working abroad.

Profile: Boston Scientific

Boston Scientific, based in Massachusetts, USA, produces

high-tech medical devices w hich are used in surgery and
it supports global and local plans to im prove health and
education. It em p loys m ore than 2 5 ,00 0 peo p le and has
17 manufacturing facilities worldwide. This m eans that
the com p a ny works globally and so m etim es n eeds to
m o ve em ployees to work in other countries.
V

Introduction

1 How do you react in a different cultural environment?

Imagine that you began work in another country a few weeks
ago and complete the quiz. Look at page 136 to see your scores.

Q During a break at a meeting, a colleague that you see from © You are in a meeting with representatives from another
time to tim e comes to talk to you. You shake hands but they company. One of them - the more senior member of the
don't let go o f your hand so that you both stand holding group - says little. His junior employee knows much more
hands and talking for some minutes. What do you do? about the situation you are talking about. What do you do?
a Pull your hand away so that you are not holding hands any a I feel uncomfortable. I'm here to meet the boss, not his
more. assistants.
b Continue to hold hands and do what your colleague does, b I diplomatically bring the meeting to a close so that
c Speak to a third person so that you can let go and shake afterwards I can speak to the jun ior employee alone
hands with someone else. about the matter,
c I speak to the junior employee and let the senior partner
0 After you have been in a new jo b for a week, a colleague speak if they want to.
invites you to come to their home for a meal. You accept but
how do you feel about this? 0 You request some statistical information from a colleague
a That's fine. I would do the same with a new colleague from by email and the colleague replies,'Have I understood
another country, correctly that you need this information?'You find this
b That's strange. In my job we don't mix personal life and answer rather strange. What do you do?
work life. a You reply,'Yes, that's correct. I need this information. It
c That's different to my culture but I accept. would be good if I could have it by the end o f the week.'
b You write back,'Thank you for your reply. Yes, that's
0 You notice that meetings do not start punctually and that a correct.' But you decide to try and get the information
lot of time is taken up with standing around, chatting and from someone else,
drinking tea beforehand. How do you react? c You reply, 'Thank you for your quick response. Yes, I need
a Where I come from, we are very punctual but I try to follow this information from you. Is there anything I can do to
my colleagues and take part in the tea-drinking and small help you w ith this?'
talk.
b I arrive late so that I don't waste tim e standing around
talking to people,
c I use the opportunity to get to know my colleagues better.

1 CULTURE AND ITS IMPACT 1 3

2 What questions would you ask if you had to go and work 4 a health insurance package______
in another country? Put the words in order to make typical 5 an expatriate financial package______
questions.
2 If you were going to work in another country for two years,
Example: n e w /w h a t / involve / j o b / d o e s/the ? what support would you want from your employer?
WHai does the new job Involve-?

1 th e / like /a re /w h a t /people? Listening 3: The decision to relocate

2 learn / have to / language / 1/ do / another?
3 lik e /s ch o o ls /a re /th e /w h a t?
4 a / is / health / there / good / system? 1 In pairs, discuss what you think are the two biggest
5 it/is /the re /e xp e ns iv e? challenges employees face when they move abroad.

3 You know somebody who is coming to work in your country. 2 Now listen to see whether Bob Neidermire mentions the
Answer the questions in exercise 2. same things. What does he say is the key to success?

3 Listen again. Are these statements true, false or not

Listening 1: Reviewing the relationship betw een mentioned?
corporate and national culture 1 It is necessary to think about the employment of the employee's
partner.____________
2 It's easy for children to move_____________
You are going to listen to Bob Neidermire,
3 Employees may not be able to move because they or someone in
General manager for Boston Scientific.
the family has a health problem____________
1 In this part of the interview. Bob 4 Expatriates should remember that they are a guest in their host
Neidermire talks about corporate and cou ntry____________
national culture. Which do you think is
more important for employees who are Listening 4: Coming back
working in a multinational company?

2 Listen and complete the text. People who have worked abroad often say that coming back
My personal view is that when you work for a 1 to their own country was difficult. Statistics show that about
company, you also have a company culture that overrides 60 percent of repatriated people left their company within one
2 cultural differences that exist in different parts of year of returning home. This is usually a problem for companies
the world. And if that is strong enough, then it overshadows any because they lose the experience of the employee and they have
3 barriers that exist. to look for a replacement. Many organisations have repatriation
I think it is very important that as the company develops and grows programmes to help employees when they come home.
in 4 ____________ countries it needs to find a way to import the
1 What do you think is the most difficult challenge for
5 : culture into those [Link] me, that is the key
repatriated employees? How do you think companies can help
to make it work.
their employees when they return home?
3 Are you surprised by what he said? Can you foresee any
2 Listen to Bob Neidermire talking about his experience
conflict between corporate and individual cultures for people
with another company before he started working for Boston
working abroad?
Scientific. Make notes to answer these questions.
1 Was it more difficult for Bob to move from the USA to Asia or from
Listening 2: Preparing to work abroad Asia back to the USA?
2 What were his responsibilities when he was in Asia?
3 Why was he unhappy in his work when he returned to the USA?
1 When Boston Scientific sends staff abroad for a longer
Now check your answers with the audio script on page 146.
assignment, the company prepares them for their relocation.
How do they do this? Listen and tick ( / ) the things that Bob 3 Would you like to go and work or study in another country?
Neidermire mentions. Why/Why not?
1 on-the-job training______
2 cultural training______
3 basic language training______

1 4 1 CULTURE AND ITS IM PACT

 Language focus 1: Talking abou t cultures 2 Some verbs in English are stative verbs - they describe states
which are usually permanent. They are not usually used in the
There are a number of terms often used when we talk about
present continuous. Look at these examples:
intercultural communication.
1 She loves her job and new life in Australia.
Circle the words a-c which can go with each underlined word to
2 The American company now owns 58 percent of their Indian
make collocations. Sometimes all the words are possible.
suppliers.
Example: corporate culture
3 I wish I could have more responsibility at work.
1 corporate a culture b identity c overseas 4 What do you know about European governments?
7 multinational a team b culture c company 5 The contract contains all the details.
3 cultural a differences b similarities c policy Many stative verbs relate to emotions, how we think or to
4 business a people b expatriate c cards possession. Add the verbs from the sentences above to the
5 a local b individual c abroad culture table.
6 a host b foreign c company countrv
7 a parent b international c global company Emotions How we think Possession
8 a relocation b expatriate c repatriation package like, detest, desire decide, understand have, belong to

Transferable skill: Using gender-neutral language

Many organisations ask their staff to use gender-neutral

language, so that neither men nor women feel excluded. What 3 Write sentences about what it would be like to work in
is the situation where you work or study? another country that you know well. Use some of these stative
verbs.
1 Which groups might feel excluded by the following
statements? Why? like know owe prefer intend want doubt possess consist of

a A manager should always treat his staff with respect; he should

make sure that employees can come to him with problems,
O utput: Solving repatriation problems
b Single mothers often find it difficult to combine a job with family life.
You work for a multinational company with subsidiaries on
2 Now look at this sentence. How is this language more
different continents.
inclusive than that in the sentences above?
Work in two groups, A and B.
Every person carries with him- or herself a number o f different cultural
Group A: look at the information on page 144 (the repatriated
identities.
manager).
We often use they to mean he o r she. Look at these examples:
Group B: look at the information on page 145 (the HR manager).
When the project leader is planning a telephone conference, they should
think about what time zones people are in. Stage 1
In your groups, discuss the information on your card. What are
Do you think that the CEO should invite their staff to company events?
the problems and why do you think they happened? What do
3 How could you change the examples in exercise 1 above so you think the solutions might be?
that they are gender neutral?
Stage 2
4 Some languages make it difficult to be gender neutral. What Work with a member of the other group. Role play the
about your language? Is it possible to be gender neutral? If it is, discussion between the HR manager and the repatriated
are the alternatives used? If not, why do you think this is? colleague.

Stage 3
Language focus 2: Using stative verbs in the present
tense © Share the solutions you found with the class. Which do you
think are the best?
1 Look at the verbs in these sentences. Can you change them
into the present continuous? Why/Why not?
1 We believe that the management team should come from
different backgrounds.
2 Prices rise.
3 What do you mean?
4 She works for Global Highland.

1 CULTURE AND ITS IM PACT 15

1.3 Skills: Beginning a business relationship

Learning outcom es
■ Recognise the importance of relationship building in business.
■ Introduce yourself and other people and make successful small talk.
■ Show interest and keep a conversation going.

Introduction

Discuss the following questions.

■ How do you feel about meeting people for the first time?
■ What topics do you talk about when you meet people for the
first time? How do you try and create a good first impression?
■ Which topics of conversation can you speak to your colleagues
about at work?

Listening 1: M eeting people and making small ta lk

0 ^
Listen to three different extracts from business conversations.
What is happening in each conversation? Write the correct
conversation number.
a Some of the people are meeting for the first time,
b Business partners who have met before are making small talk
before a meeting, Listening 2: Small talk topics
c Two colleagues are meeting up.

Language focus 1: Introducing yourself and other Listen to the three conversations from Listening 1 again. What
people topics do the people discuss in each conversation?

1 Turn to page 146, read conversation 2 and complete the Conversation 1:

table with suitable phrases. Conversation 2:
Conversation 3:
1 Introducing yourself 2 Introducing someone else
Intercultural analysis

Discuss the following questions in pairs or small groups.

1 Which of the topics in the conversations would you use to
3 Responding to an 4 Greeting someone
make small talk?
introduction
2 Are the topics discussed in Conversation 3 appropriate in all
business conversations?
3 Think about small talk for business in your country. Are the
5 Responding to a greeting following topics appropriate in your culture? Which of them
would you feel comfortable talking about?

the weather sports your salary your family

your age jokes religion your hobbies
embarrassing experiences you have had politics food

4 Are the topics always appropriate or never appropriate? What

2 Can you add any other words or phrases to the table? do you think it depends on?

1 6 1 CULTURE AND ITS IMPACT

 Listening 3: M aking successful small talk 2 What other expressions can you use to show interest? Make a
list in the table below.
&E9 Expressions to show interest
1 Listen to the beginning of a business meeting. Alan is
welcoming Belinda to his company. Answer these questions. Oh, really?
That's great!
1 Is this successful small talk? Why/Why not?
2 If you were Belinda, what would you think of Alan? If you were
Alan, what would you think of Belinda?

2 Look at Conversation 1 from Listening 1. 3 In pairs, change the conversation in Listening 3 so that it is
more successful. Think about:
Audio script
■ using expressions that show interest
■ adding some information after answering a question
Dave: If you'd like to hang your coat up, Jean-Luc, there's a ■ making a further comment on the same topic.
rack in the corner.
Jean-Luc: Here? 4 Practise the conversation and then listen to a good example,

Dave: Yeah. f e ll:]!

Dave: We'll just wait for Paul. He's making a cup of tea.
Francine: So, no rain here today, then?
O utput: M aking successful small talk
Dave: Not at the moment. The weather forecast is for nice
warm weather for the next couple of days anyway. Stage 1
Francine: Oh, that's good. 1 Choose three of the topics from Intercultural analysis on
Dave: So, it makes a change from rain, doesn't it? page 16. You are meeting a business partner for the first time.
Francine: Yes. 2 How would you introduce these topics if you were making
small talk?
3 What further comments would you make about them?
What is different about the way the speakers make small talk
4 Write down a phrase for each topic.
compared to the conversation you have just listened to? The
situation is similar: Jean-Luc and Francine are visiting Dave's Stage 2
company, and they are making small talk before a meeting. Work as a whole class.
You are at an evening reception of a business conference. You
Language focus 2: Showing interest and keeping are interested in making some new business contacts. Try to
the conversation going speak to as many people at the reception as possible.

There are different strategies that people can use to keep a Remember to:
conversation going: ■ introduce yourself
■ use an expression that shows interest ■ talk about one o fth e small-talk topics you have prepared
■ add some information after answering a question ■ show interest in what other people say.
■ make a further comment on the same topic.

1 Look at the two extracts from Conversation 1 and 2 in

Listening 1 and 2. Which of the strategies above do the speakers
use? What language do they use to do this?
Extract 1
Francine: So, no rain here today, then?
Dave: Not at the moment. The weather forecast is for nice warm
weather for the next couple of days anyway.
Francine: Oh, that's good.
Extract 2
Maria: A lane had been closed off and no one was doing anything.
Luke: Really?
Maria: We must have been waiting for half an hour.

1 CULTURE AND ITS IM PAC T 1 7