Culture Clash
Culture Clash
Waiting for
a golden moment
to introduce new ideasWith four years of college-level Chinese that included a summer immersion program, Tom Saunders had little difficulty communicating with coworkers in Shanghai. Tom had been hired as an information technology specialist at a large import-export business. He worked closely with Zhang Lei, who oversaw marketing efforts in the United States and Europe. Tom knew that Zhang wanted to introduce a new marketing campaign based on printed ads placed in specialized trade journals. Zhang mentioned to Tom that he would be recommending the campaign to his boss, Hai Qiang. Tom said, "I think you should do it as soon as possible. I can help with technical information that could be integrated into the ads." But Zhang did not move as fast as Tom desired.
Zhang may be waiting for "the golden moment." In China, this is a frequently heard term and it refers to the best time to introduce an innovation or any change in the status quo. Zhang may be waiting for a sign from Hai Qiang that he is ready to hear about innovative proposals. Or, Zhang may be waiting until his boss makes decisions on other pressing issues and so has time to give full attention to new proposals. Or, Zhang may know that Hai Qiang is very careful to keep abreast of what major competitors are doing. If the competition makes changes in its approaches to marketing, Zhang may know that this is the "golden moment" to approach his boss.
Golden moments are chosen for many behaviors. A man and woman may have been dating for several years, but they may wait for a good time to discuss their engagement with their parents. At times, specialists are consulted who have reputations for being able to predict the future. These specialists gather background information and then make recommendations for the best days to carry out certain activities, such as a job search or move to a new home.
This incident and analysis developed from conversations with Qimei Chen of the University of Hawaii College of Business Administration. Waiting for the golden moment becomes part of social skills in China. To maintain the harmony called for in a collectivistic culture, people become very sensitive to each other's moods and preferences. If decision makers are busy, or are having personal problems that makes concentration on work difficult, then socially sensitive individuals will wait for a better time to approach their bosses.
When people work with other for a long time, they learn to read very subtle cues concerning whether a boss is approachable. Given that Tom is a relative newcomer to the organization, he has probably not had the opportunity to observe people over a long period of time. He may not pick up on social cues that are obvious to Zhang Lei.
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