CULTURAL KNOWLEDGE

SCHUMANN’s Theory of Acculturation

Euphoria Hostility AcceptanceReverse Culture Schock

The Behavioral Component

Gaze Patterns across culture:

• When answering ‘think’ questions:Japanese vs Canadians: look up or down?

being polite or showing lack of knowledge and confidence?

• Body contact and Social Greetings across culturesHandshake? Semi-hug? Kiss on both cheeks?How do you greet your friends?

The Cognitive Component

• Shared meanings.• Time awareness.• Gender roles.• ‘Help yourself’ approach as guest.

INTERCULTURAL COMMUNICATION

• Small talk and taboo topics• Argentine, Venezuelan and Chilean: Politics• Saudi Arabia: “How is your family?”• South Africa: marital status.• Non verbal behaviour: “We’ll have to meet for

lunch soon.”

East - West

• Japanese company:Launch a new product based on informed intuition, numbers as commitment.

• American and European company:Market research, product surveys, risk analyses, probability studies.

Why must we know about it?

Sharing session