Culture Clash
Culture Clash
Some cultures value
modest demeanorAs part of an program encouraging the short-term exchange of executives within a multinational organization headquartered in New York, Hans De Kerk and Roy Nolan found themselves working together on the company newsletter. Hans was from The Hague, Netherlands, and was a respected executive with expertise in economic forecasting. Roy, originally from Atlanta, was in the human resources division and also was in charge of editing the company newsletter. He asked Hans to write an article comparing different forecasting models.
Hans turned in an article, Roy edited it, and then gave it back to Hans. Unhappy with some of the changes, Hans came to Roy's office. Roy asked, "What changes didn't you like?" Hans gave an example. He originally wrote, "As many economists have suggested, I find myself agreeing with the importance of examining bounded rationality." Roy had changed this to, "I feel that the analysis of bounded rationality is important." Hans pointed out that he was uncomfortable with the emphasis on "I" as the first word in the revised sentences. Roy replied that the revised sentence was more direct and to the point.
Hans and Roy are bringing a cultural difference to this interaction. The Netherlands is a country where the quality of life is emphasized. Time spent with friends and family is very important. There is a value placed on a comfortable living standard for everyone rather than on a lavish lifestyle for a small number of people. This value is served if people are modest in their self-presentations and do not attempt to stand out and to call special attention to themselves. The emphasis is on the thought, "All Dutch should be equal" rather than "There are special people who merit massive amounts of attention and money." In school, Dutch children are taught to avoid sentences starting with "I feel" or "I think" because they would call too much attention to themselves.
This incident and analysis developed from conversations with Geert Hofstede, Institute for Research on Intercultural Cooperation in Tilburg, Netherlands. A modest self-presentation has the additional advantage of protecting people from one of the disadvantages associated with a "quality of life" culture. If everyone should have a similar living standard, there will be jealousy displayed toward those people who acquire wealth and status through talent and hard work. For example, Dutch authors of well-received books may earn considerable amounts of money through royalties. They can avoid being the targets of jealousy if they maintain the same lifestyle and modest self-presentation as they did before their successful publishing ventures.
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