Culture Clash
Culture Clash
Discussing strengths
left to others in
some culturesKevin Atkins had been invited to a Korean multinational organization in Kwanju to discuss the possibility of establishing a joint venture. Kevin, from Los Angeles, was a successful entrepreneur who had started several companies in the petrochemical industry. Upon arrival in Kwanju, he was met by the organization's vice-president, Sun-Woo Park.
After becoming settled and meeting several other top executives at a dinner gathering, Kevin made his final modifications to the presentation he would make at the company.
After Sun-Woo Park's introduction that reviewed his impressive record, Kevin began his presentation by pointing out possibilities for the future that would build upon past successes. He said, "I think we can do business together. If you look at my business history, you will see a collection of successes and accomplishments. You will see evidence of my innovativeness, ability to spot opportunities, and the skills necessary to turn plans into reality." Kevin continued with these themes for about five more minutes. As he paused to look at his audience, however, he felt that people showed less enthusiasm at that moment compared to the beginning of his presentation.
Kevin has encountered a cultural difference concerning the description of one's personal abilities and accomplishments. In the United States, it is acceptable for people to describe themselves in a positive manner. Self-promotion can be overdone in any country, but in the United States there are ways of talking about oneself that stop short of bragging. There are fewer acceptable ways in Korea. Modesty is looked upon far more favorably.
This incident and analysis developed from conversations with Min-Sun Kim of the speech department at the University of Hawaii. She points to a proverb in Korea: "The mature rice plant bows down lower." This means that the more knowledge or wisdom people have, the more humble they should be. Koreans typically think of braggarts as immature and superficial. Compared to people who are humble, those who brag are also seen as less knowledgeable and intelligent.
How should Kevin communicate his accomplishments and abilities? He should leave this task to others. If the organization's vice-president is hosting Kevin and introduces his presentation, then a "stamp of approval" has clearly been made. Sun-Woo Park made references to Kevin's past successes. Especially in a country like Korea where executives are expected to be especially attentive to a vice-president's remarks, enough positive information on Kevin has been communicated. He can now emphasize the substantive aspects of his proposal for a joint venture.
The purpose of this column is to increase understanding of human behavior as it has an impact on the workplace. Special attention will be given to miscommunications caused by cultural differences. Each column will start with a short example of such confusion. Possible explanations will be offered to encourage thought about these issues.
Richard Brislin is a professor in the College of Business Administration,
University of Hawaii. He can be reached through the
College Relations Office: cro@cba.hawaii.edu