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Han-Huei Tsay, Mateo Ruggia and Stuart Umpleby

School of BusinessThe George Washington University

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CONVERGERS AND DIVERGERS:

A Dimension of Cultural Difference Between the United States and Europe

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Mitroff & Blankenship Mitroff & Blankenship (1973)(1973)

ConvergersWork on manageable, well-defined problems for which there is a single ‘best’ answerConverge a set of alternatives into one in great detailAnalytical, “parts” orientation

DivergersWork on vague and ill-defined problems for which there are many alternative approaches.Prefer multiple alternatives and possibilities Synthetic, “whole system” orientation

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Kolb (1984) (1 of 2)Kolb (1984) (1 of 2)

ConvergersEnjoy systematic planning, manipulation of abstract symbols, and quantitative analysisAnalytic, scientific approach to problemsEmphasize practical application: what works

DivergersEnjoy relating to peopleIntuitive, artistic approach to problems, imaginative orientationEmphasize understanding: what is true and how things happen

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Kolb (1984) (2 of 2)Kolb (1984) (2 of 2)ConvergersActionEnjoy and are good at getting things donePerform well in situations where there is a single correct solution to a problem.

DivergersReflection & ObservationView situations from different perspectives & appreciate different points of viewPerform well in situations that call for generation of alternative ideas (e.g., brainstorming)

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the Study in 1990 (1 of 2)the Study in 1990 (1 of 2)

Idea: Languages reflect meanings and patterns of thoughtsData: 1990, 16 Russian and 24 American managersMethod: Associative Group Analysis (AGA)

84 stimulus words were given. For each stimulus word, respondents wrote down associated words within 1 minute. Weights were assigned to each response in consecutive order (6, 5, 4, 3, 3, 3, 3, 2, 2, 1, 1…)

Findings:Associated words for each stimulus word between the two groups did not overlap muchAmericans wrote more specific words while Russians wrote more general words

the Study in 1990 (2 of 2)the Study in 1990 (2 of 2)

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Convergers:SalesMoneyClientService

Divergers:Association, UnionMarketCompetitionEconomics

Stimulus Word: Stimulus Word: “CORPORATION”“CORPORATION”

Specific, Parts

Oriented

General

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0 5 10 15 20 25 30 35

Association,unionCompetetion

FirmEconomics,Econo

WorkMillion

SocietyBuisnessStructure

CollectiveProfit

LawyerMarket

Challenge PurchaseShopping

Pay Consumer

DemandAlways Right

RightDemanding

ProductSatisfaction

shopperNeedPrice

choiceStore

BuyBuyer

ServiceMoney

ClientSales

R us s ians

Americans

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Stimulus Word: Stimulus Word: “BANK”“BANK”

Convergers:SavingLoan, LenderTeller

Divergers:PercentagesEconomyCapitalCredit

Specific, Parts

Oriented

General

0 20 40 60 80

PercentagesEconomy

CapitalCredit

NecessityBanker

ComputerMoney

WithdrawalCurrency

ATMGrowthAccountDeposit

SafetyVault

ChecksSecurityLender

InterestChecking

InvestmentsTeller

Loans, LeanderSavings

Russians

Americans

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Convergers:MoneyBusinessSuccess

Divergers:MarketCompetitionSatisfactionEconomy

Stimulus Word: Stimulus Word: “PROFIT”“PROFIT”

Specific, Parts

Oriented

Whole System

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Convergers:Wages, MoneyWorkersPowerCrime

Divergers:SocietyFeesDefenseWhole

Stimulus Word: Stimulus Word: “Labor Union”“Labor Union”

Specific

General

0 5 10 15 20 25 30 35

SocietyFees

PassesDefense

WholeRights

FairnessFreedom

Market EconomyBlue Collar

ControlBad

UAWBenefits

StrikesGood

UnnecessaryAFL-CIO

StrikeMoney

Collective BargainingGroup

ProtectionCorrupt, Mafia, Crime

Power, PowerfulWorkers

Wages, Money

Rus s ians

Americans

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Convergers:MoneyJobHardGrowth

Divergers:InterestResponsibilitySatisfactionNecessity

Stimulus Word: Stimulus Word: “WORK”“WORK”

Specific

Artistic,connected with

meaning

110 10 20 30 40 50

InterestResponsibilitSatisfaction

NecessityMatterLaborCare

WagesAttitudes

IdeasCompetionCollective

PeopleCareer

OpportunitiesTiresome

BenefitsAchievement

BoringVacation

RewardingFamily

CorporationFun

NeededGoal

SweatMotivation

ProductProgress

EffortAccomplishm

LivingSecurityGrowth

HardJob

Money

R us s ians

Americans

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Stimulus Word: Stimulus Word: “PARTICIPATION”“PARTICIPATION”

Convergers:GroupTeam InvolvementActive

Divergers:ResponsibilityCollectiveCompetenceDiscussions

Specific

General

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0 10 20 30 40 50 60

Responsibilitycollective

CompetenceDiscussions

workInitiative

NecessityResultWork

ElectionsClassGoals

SportsActivity

ContributionGroups

PartPart of People

togetherCooperation

IncludedHelp

ActiveInvolvement

TeamGroup

R us s ians

Americans

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Convergers:MeIndividualEsteemPersonI

Divergers:WorkSocietyFamilyFreedomIndependence

Stimulus Word: Stimulus Word: “SELF”“SELF”

Specific

Relation to

Others

130 20 40 60 80

WorkSocietyFamily

FreedomIndependenceResponsibility

ConcernsDevelopments

EducationLove

AwarenessFun

DreamsMirrorImage

ImportantStrength

AloneConfidence

WorkerCaring

RespectI

PersonEsteem

IndividualMe

R us s ians

Americans

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Stimulus Word: Stimulus Word: “POLITENESS”“POLITENESS”

Convergers:MannersCaringNice

Divergers:CultureEducation, UpbringingNecessityParentsOrder

Whole System Oriente

d

Parts Oriente

d

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0 20 40 60 80

Culture

Education,Upbringing

Necessity

Parents

Respect

Order

Family

Attitudes

People

Necessary

Lacking

Impress

Sharing

Smile

Pleasant

Important

Etiquette

Proper

Not Rude

Friendly

Kind

Courtsey

Nice

Caring

Manners

R us s ians

Americans

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Convergers:FunLoveSmile

Divergers:ChildrenFamilyWorkSatisfaction

Stimulus Word: Stimulus Word: “HAPPINESS”“HAPPINESS”

Relationto

Others

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Elements or

Signs

0 5 10 15 20 25 30 35

ChildrenFamilyWork

SatisfactionWish,Desire

LuckHome

TranquilityNature

DreamsSun

MoneyPeace

AccomplishmentFreedom

HealthSuccess

ImportantIntegrityHealthy

TogethernessJoy

SmilesGlad

ContinentSharing

SmileFriends

LoveFun

Russians

americans

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Stimulus Word: Stimulus Word: “INNOVATION”“INNOVATION”Convergers:

NewChange, DifferentHelpful, NeededGood, Better, More

Creative, Creativity

Divergers:ProgressProblemsDifficultiesResistance

0 5 10 15 20 25 30 35 40 45 50 55

ProgressProblems

SenseDifficultiesResistance

AnalysisNecessary

ProfitDecisions

ScienceEntrepreneur

TechnologyExciting

BrightThinking

ComputersDesign

InventionFreedom

FutureGrowth

Ideas, IdeaCreative, Creativity

Helpful, Needed,Change, Different

New

Rus s ians

Americans

Different perspecti

ves

Specific

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Importance to Importance to Management PracticeManagement Practice

Change Management: Identifying different meanings of “time,” “planning,” “control,” etc. for different cultural groups can aid in reaching a common understandingConflict Management: Understanding the mental representations behind the language fosters communication among disputants and leads to agreements that meet the underlying needsKnowledge Management: Theories combined with applications benefit knowledge innovation, transfer, and diffusion

Connection to the shift of cybernetics to Europe

This data led to the conclusion that Europeans look for meaning in larger categories or contextWhile Americans look for meaning in specifics and applicationsThis difference in thinking explains why general theories, such as cybernetics, are more popular in Europe than in the U.S.

Q & A

Thank You for Your Attention

Contact information

Han-Huei Tsay and Stuart Umpleby

School of Business

The George Washington University

Washington, DC 20052

umpleby@gwu.edu

Presented at the

Washington Business Research Forum

Arlington, VA

January 2-3, 2009