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Copy of Untitled Prezi

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Krystal Train

on 27 April 2015

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Market Research and Communications:
Identify key themes it illustrates about each of these topics, and their relationship with international marketing.
This case is about culture, cross-cultural communications, and market research.
people's unconscious tendency to resort to their own cultural experiences and value systems to interpret a given business situation.
Why did Candice Woo not simply ask Jean Habib about his briefing of the fieldwork interviewers and the subsequent lack of contact with them?
In doing so, examine the behavior, likely attitude and perceptions of the Singaporean people involved here.
Make a listing of the Asian (specifically, Singaporean Chinese) cultural factors at play in this case study.
‘the collective programming of the mind that distinguishes the members of one group or category from those of another’ –Hofstede ‘a learned, shared, compelling, interrelated set of symbols whose meanings provide a set of orientations for members of society’ –Terpstra and David
‘the human made part of the environment’-Herskovits

What is Culture?
Saving Face 
Sociological concept link to reputation.

A public front.
Jean is new
Doesn't want to undermine expertise and authority of Jean

Barriers
what flies below the radar
Explore the terms 'self reference criterion' and 'ethnocentricism'.

Is there evidence of either of these at play in the case? Why?
Write a critique of Jean Habib's interactions with the omnibus fieldwork interviewers and outline possible mistakes that were made.
Propose four key recommendations to Jean that relate to his new role as the omnibus manager.
Self-reference criterion (SRC) -
Ethnocentricism -
The belief that an individuals own culture is superior to another culture.
Difficult to understand every aspect of an individual culture but awareness of major differences can be obtained.

Important to recognise influence and existence of self-reference criterion and ethnocentric behaviour when in business.
SRC and ethnocentricism come into play when companies attempt to extend across boarders into culturally diverse regions when common understandings of own culture are no longer shared with counterparts.

If not treated with caution can result in substantial loses and problems for business progression.
Evidence of SRC and Ethnocentrism can be seen through:
Lack of cultural understanding from both parties

Jean from Western culture and Omnibus interviewers consistent qualities of Eastern culture.

Jeans briefing prompted a negative interpretation of superior-subordinate relationships making interviewers feel inferior and uneasy.

Jeans use of idiom expressions confused interviewers and was interpreted in a literal form.

Eastern high context culture and Western low context culture.

Jeans display of arrogance when not willing to take responsibility for his role shows an ethnocentric view.

Write a critique of Jean Habib's interactions with the omnibus fieldwork interviewers and outline possible mistakes that were made.
Asking Wendy Tan (field work supervisor) to not attend the first briefing was Jeans initial mistake.
Jean then introduced himself, initially listing his Australian marketing experience in detail.
Jean then proceeded to go through the questionnaire with the interviewers making sure he explained any tricky parts. Jean then related the questionnaire to 'childs play' to make the interviewers feel at ease about the whole process.
Jean then pointed out the importance of the omnibus survey and how critical it was the interviewers got it right.

At the end of the briefing when Jean asked the interviewers if they had any questions, nobody responded. Jean thought this was because he had delivered a clear and conccise presentation.

Afterwards, Jean asked the interviewers not to call Wendy about any questions that they may have, but to ask himself to avoid confusion.
Propose four key recommendations to Jean that relate to his new role as the omnibus manager
Recommendation 1:
Research your host country
 Before infiltrating the culture in Singapore, more research about the host country should have been conducted.

 When attempting to create a relationship with his fellow workmates contextual cues such as tone of voice, facial expressions, gestures and posture should have been used



 When going to work in Singapore, taking a more ethnocentric approach to his work would have helped him understand the culture and his co-workers better.

 By thinking the way a Singaporean thinks Jean would have been able to built a better relationship with his coworkers as well as exchanged information more effectively.


 The interviewers Jean was in charge of had a lot of confusion with the surveys.

 Concerns such as construct equivalence and measure equivalence could have been avoided if a focus group was performed.
 None of the interviewers asked any questions either in the initial meeting or while conducting the surveys.

This research operation being Jeans first overseas marketing experience, he should have followed up with Angnes Liew (one of the more senior interviewers) about how the surveys were gone.

Recommendation no. 2:
Take Ethnocentric Approach
Recommendation no. 3:
Deign the questionnaire better in relation to the Singapore culture.

Recommendation no. 4:
Check up on the Interviewers
High
Low
China
Japan
Africa
Middle East
Russia
Australia
North America
Germany
Scandinavia
Chinese Singaporeans constitute for 74% of Singapore’s resident population, making them the largest ethnic group in the country.

In the Chinese language and culture, Chinese Singaporeans clearly distinguish themselves as of full Chinese nationality.

This can help us distinguish the cultural environment in which Mr Habib found there to be differences in behaviour and perceptions in multinational agency which he was employed.

A culture like theirs emphasises non-verbal messages and views communication as a means to promoting smooth, harmonious relationships.

Cultures with high context traits establish social trust first, value personal relations and goodwill, encourage slow and ritualistic negotiations and view agreements as a source of trust.

The Chinese culture of valuing personal relationships can identified in this case by the kinship between Windy and Agnes.

By knowing their ancestors had come from the same village in China, they often spoken in Hokkien and were more comfortable speaking about matters they might not address with others in the company.

This can be related to courtesy bias; the desire to be overly polite to the other person.

This bias is fairly common in Asia where the subject feels obligated to give responses to please the other person rather than expressing true feelings or emotions about the topic.

Jean Habib- Lebanese Australian working for multinational MR agency in Singapore

As manager for company omnibus research services faces issues with first assignment

Recap of Case Study
Cross-cultural communication
Language: ‘child’s play’
SRC: Jean’s course of action when briefing interviewers
Courtesy bias: Interviewers reluctance to ask questions in fear of offending Jean
High- vs.low-context culture
Power distance

Culture - Key Issues

Omnibus surveys-contain questions from a number of clients who share the cost of the survey

Key Issues:
Lack of communication and understanding between management and frontline staff

Market Research
Cross-cultural differences

Conflicting cultural differences such as Candice being from a high Context culture (Singapore) and Jean from a low Context culture (Australia)

High context  Communicates through implicit messages, nonverbal messages are considered highly important

Low context  Communicates through explicit messages, coded in specific terms. The verbal aspect and clarity are highly important
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