Doing Business Across Cultures:KENYABy Valerie Kohl

COMM400-F1WWMary Beth BertrandJuly 26, 2015

Background Information Location: East coast of Africa, near Tanzania Population: 37 million Low-income area; reliant on agriculture 75% of Kenyans make a living from farming Not a large emphasis on technology or

research Not 100% homogenous: religion, language,

etc.

Official Flag of Kenya

Flag Significance Black stands for the indigenous black

population Red symbolizes the blood that was shed

during the fight for freedom Green represents the natural wealth and

fertile landscape of Kenya White stands for peace, unity Maasai shield and spears symbolize the

defense of freedom

Trade Imports: Petroleum, medicaments, cars,

delivery trucks, hot rolled iron Exports: Mostly agricultural

Agave, coffee, tea, cut flowers, legumes Leather, clothing, handicrafts, cement, textiles,

ships Trade Status:

Open lines of trade, subject to fluctuations in value on import/export products

Heavily dependent on the US Export revenue vs. import cost is in a steady

decline

Language and Ethnicity Official languages are English and Swahili Over 70 distinct ethnic groups

Ranging from 500 El Molo members to 7 million Kikuyu

Divided into three linguistic groups: Bantu, Nilotic, Cushite

Ethnic groups are represented disproportionately Luo=traders and artisans Kamba=Defense and law enforcement Kalenjin=Farmers Has led to ethnic rivalry and resentment toward

Kikuyu (dominant)

Economy With globalization comes an influx of

outside influence, which in turn affects Kenyan economy

Globalization Social inequality, income disparity, global environmental issues, and outsourcing

Danger: As the world becomes more and more integrated, autonomy decreases and cultures are watered down or lost “Melting pot” or “Salad bowl” metaphors

Values and Norms in Kenyan Culture

Values: Education and Research Kenya = One of the least scientifically

published country in Africa 1960’s: African Independence, after which

Kenya experienced an explosion of published research

1970’s: Solidification of all African Research; increase in widespread interest

1980’s: Universities started offering high-quality communications programs at a doctorate and masters level, then undergraduate

Rapid growth over twenty years

Literacy and Higher Education Literacy rate in Kenya: 78% of

population age 15 and older can read and write Males: 81.1% Females: 74.9%

Teachers: 4:1000 ratio 85% Kenyan children attend primary

school 3% attend college

(US=70%)

Values: Religion Occidental-Christian: 70% Islamic-Muslim: 6% Pagan-African: 25% Kenya’s indigenous religion is similar to

Native American Trees, earth, etc. have a spirit Omnipotent, eternal creator Deeds ensure success/failure, good/bad things When an ancestor dies, the spirit lives on and

must be acknowledged All religions collectively form the worldview,

law, and societal norms in Kenya.

Values: Religion, cont’d. No separation of church and state Religion influences courtroom decisions Kenyan/Muslim laws may clash or

intersect Example:

A man and woman divorce according to universal law. The mother is given custody of the children. The father appeals twice, and is finally awarded the children on the grounds that he is better equipped to care for the children’s spiritual welfare.

Values: Gender Gender inequality

Marginalization of women Male-dominant society Unequal distribution of power and resources Has diminished some through exposure to

many cultures via digital and social means Literacy

Women were essentially illiterate before Information and Communication Technology (ICT)

ICT enables women to become just as literate in their own language as well as others

Etiquette

Etiquette: Greetings Kenya was slower to develop Focus on traditional etiquette

Common greeting: “Jambo?”and a handshake directly following. (“How are you?”)

The length of the handshake is directly proportionate to how personal the relationship is.

Demonstrate respect to elders or those with higher status Grasp the right wrist with left hand during

handshake. Always lower your eyes

Etiquette: What do I call you? Address people by their professional or

honorific title, followed by their surname.

Women over 21: “Mama” Men over 21: “Mzee” Children usually call all adults either

Aunt or Uncle, regardless of relation

Etiquette: Gift Giving If invited to a home, bring a gift of flowers,

pastries, or sweets. Gifts should always be given to

tradespeople, servants, and service workers during Christmas.

All gifts should be wrapped with great care. When giving a gift, always offer it with the

right hand or both hands; never with your left hand alone.

Since Kenya is a rather poor country, practical gifts are greatly appreciated.

Etiquette: Table Manners Table manners are specific to the host’s ethnicity,

location, status/class There may be a seat for the most honored guest, but

otherwise there is generally no assigned seating. Guests wash hands before and after a meal; hold

hands over the basin while water is poured over them.

The honored guest is served first, followed by the men, children, and women.

The eldest male is served food and starts eating first.

Eating and drinking at the same time is impolite, so beverages are served after the meal is completed.

Take small portions and do not waste food.

Etiquette: Business Meetings There are more things to consider when

greeting in a business scenario “Jambo?” is said immediately prior to

handshake It is customary to make small talk, such

as asking questions about health, family, business, etc.

Rushing the conversation is considered extremely rude, as it is a very important part of a business relationship to Kenyans.

Etiquette: Business Meetings, cont’d. Men should always wait for a woman to extend

her hand first during greeting Business cards are exchanged informally, but

always give and receive them with both hands. Meetings range in formality and structure

Defer to Kenyan hosts when following an agenda Ending times are almost never scheduled In a Kenyan’s mind, the meeting is over when

everyone is done and everything is accomplished.

Etiquette: Business Meetings, cont’d. When offering a proposed idea that is

foreign to them, offer historical context Kenyans value tradition

Allow plenty of time for questions, as Kenyans will question something new until they feel comfortable enough to proceed

Etiquette: A Sensitive Approach Do not be frank or direct in business

communications Deliver messages in a sensitive way, as

Kenyans value diplomacy “Indirect conflict style”: conflict is seen

as a threat to relationships and community Kenyans use metaphors, analogies, and

stories to disagree This is used to dilute conflict or amount of

offense taken

Etiquette: Restraint Style Kenyans do not appreciate outward

displays of anger or loud voices To do so would be to signify mental

instability Any criticism should be given in private,

in soft voices This is a “restraint style” of conflict

management

References East Africa Living Encyclopedia. (n.d.) Kenya—Religion. University of

Pennsylvania African Studies Center. Retrieved July 25, 2015 from http://www.africa.upenn.edu/NEH/kreligion.htm

Kenya Education Stats. (2014). NationMaster. Retrieved July 25, 2015 from http://www.nationmaster.com/country-info/profiles/Kenya/Education

Kane, O. (2014). Bridging Research and Expertise: Dominant West African Trends in Communication Studies. Canadian Journal of Communication, 39(1), 127-143.

Kwintessential. (2014). Kenya: Language, Culture, Customs and Etiquette. Kwintessential.co.uk. Retrieved July 25, 2015 from http://www.kwintessential.co.uk/resources/global-etiquette/kenya.html

Miller, P. & Shrum, W. (2012). Isolated in a Technologically Connected World?: Changes in the Core Professional Ties of Female Researchers in Ghana, Kenya, and Kerala, India. Sociological Quarterly, 53(2), 143-165.

Muthuri, J. & Gilbert, V. (2011). An Institutional Analysis of Corporate Social Responsibility in Kenya. Journal of Business Ethics, 98(3), 467-483.

Hashim, A. (2005). Muslim personal law in Kenya an Tanzania: Tradition and innovation. Journal of Muslim Minority Affairs, 25(3), 449-459.

Quéré, L. & Somoreda, Z. (2000). Présentation. Réseaux, 18(103), 9-17. Rimardi, R. (n.d.). Business Etiquette in Kenya. InterNations.org. Retrieved July

25, 2015 from http://www.internations.org/kenya-expats/guide/working-in-kenya-15769/business-etiquette-in-kenya-3.