Transcript Folie 1 - Academy of Management
CC-TT Cross Cultural Teaching Tools
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The projects are funded with support from the European Commission. This presentation reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
About the presenter
Thomas Schmalzer is currently working as lecturer, head of the R&D center as well as project manager for large EU funded research projects at the Department of International Management at FH JOANNEUM (University of Applied Sciences) in Franzens University Graz.
Graz, Austria.
His educational background is economics, where he is currently working on his doctorate at Karl The R&D Center currently works in a number of EU funded projects with a total volume of over 3,5 mill. EUR.
Thomas Schmalzer published on intercultural differences in higher education, regional development, internationalization of SMEs, entrepreneurship, and cross cultural learning.
Tel.: +43 (0)316/5453-6811 Fax: +43 (0)316/5453-9-6811 E-mail:
FH JOANNEUM
University of Applied Sciences
Graz
:
21 depts.
Kapfenberg: 6 depts.
104 496 179 530 254 558 273 540 428
20 00 /0 1
343 622 929
20 01 /0 2
1142 1327 1518 1616
20 02 /0 3 20 03 /0 4 20 04 /0 5 20 05 /0 6 Graz Kapfenberg Bad Gleichenberg
337
20 06 /0 7*
575 1886 401
20 07 /0 8*
610 2285
• •
Bad Gleichenberg: 4 depts.
•
International Business (5) Information, Design & Technologies (12) Life, Building, Environment (6)
•
Health Sciences (9)
FH JOANNEUM
University of Applied Sciences
• In
1995
FH JOANNEUM started with four departments and altogether 150 students. Currently about 3.500 students attend the programs which are offered at the three locations in Graz, Kapfenberg und Bad Gleichenberg. • FH JOANNEUM employs over
375
people in the areas of research, teaching and administration. Another
444
people work for the institution on an independent contractor’s basis.
• Our R&D activities ( Styria as a whole.
472 ongoing projects
) help to accumulate a knowledge base for the university and society in general which improves not only our own competitive abilities, but also those of • Additionally, the know-how we acquire from R&D projects helps to ensure the high tuition quality in our degree programs. As a university, we support international cooperation in teaching, research, and ongoing education.
International Learning on the Rise
“Number of degree-seeking students forecast to increase from about 2.1 million in 2003 to approximately 5.8 million by 2020 … …with demand for places in English speaking destination countries forecast to rise from about 1 million currently to about 2.6 million places in 2020” Source: Bohm et. al., 2004
Students from India go to …
20000 18000 16000 14000 12000 Australia Germany United Kingdom 10000 8000 6000 4000 2000 0 1998 1999 2000 2001
Year
2002 2003 2004 Source: Compiled by authors, based on data from OECD Statistics: Foreign Students Enrolled
Students from Latin America go to…
5000 4500 4000 3500 3000 Australia German speaking EU countries UK France 2500 2000 1500 1000 500 0 1998 1999 2000 2001
Year
2002 2003 2004 Source: Compiled by authors, based on data from OECD Statistics: Foreign Students Enrolled The amount of students going to the USA is excluded from this figure because the high numbers (around 30.000 per Year) don’t fit into the graph. There is no available data about the number of students going to Australia in 1999.
Implications of cross cultural exchange
• Values, attitudes and behaviour vary in different countries. This implies
different ways of perceiving and processing information
of students on an individual and collective level. • Many universities in Europe, Asia, Latin America, Australia and the US are confronted with
inefficiencies and problems in teaching and effective student learning
. • Any effective intercultural educational setting should therefore strive for the integration of different cultures as well as to develop and implement new and
efficient approaches to teaching and learning.
• The growing numbers of student migration underscore the necessity for students, professors, and administrators to prepare for the growing
challenge of intercultural exposure in higher education
.
3 Projects aiming to…
• … undertake profound research on cross
cultural differences in learning and studying
• …
publish
the results • … create a sustainable and growing
community
through establishing a
conference series
in the field of intercultural communication competence • … develop practical guidelines and
recommendations for students and professors
• …provide a toolbox for cross
cultural teaching tools
Partners
• • • • • • • • • • •
Birla, Institute of Management Technology, Indien Indian Institute of Management Ahmedabad, Indien Indian Institute of Science Bangalore FH Gelsenkirchen, Deutschland Kasetsart University, Thailand Singapore Management University EGADE Mexiko Tecnológico de Monterrey, Euromed Marseille, Frankreich Universidad de San Andres, Argentinien Universidad del Pacifico, Peru Externado de Colombia University, Kolumbien
Products
•
Flyer
PR Teaser
•
Brochure
Practical Guidelines
•
Websites
– – –
Include Databases
http://www.communicon.info/ http://eu-india.fh-joanneum.at
http://eu-alfa.fh-joanneum.at
•
Books
,
Articles
Academic Output
•
Toolbox
Instruments and tools for cross cultural classroom
Specific Objective
One specific goal was to
methods create teaching tools /
that enable students exposed to diverse cultures to gain awareness about and deeper insight into
cultural differences
as well as to ultimately find ways towards a more efficient collaboration through building the essential
competence
.
intercultural communication
„
Tell
me and I'll forget.
Show
me, and I may not remember.
Involve
me, and I'll understand.
“
Native American Saying
CASE BASED ROLE PLAY
Overview about the Method
Starting Point Discussion vs.
Role-play Observation Learning Result Case
Roleplay - Methodology
As an interactive approach to teach cross- cultural differences role playing cases
engage participants by placing them directly in the story
. The story and thus the case develop and come alive as participants interact with each other. The workshop
analyzes the role of culture in communication
with people from diverse cultural backgrounds. Through play and the following discussion, participants gain insight into cultural differences and
recognize real life cultural and psychological traits
, they learn to identify the major cultural characteristics that influence interactions and decisions. They
benefit
by experiencing cross-cultural collaborative environments, also through acquiring a deeper understanding of the case, the involved people, as well as the language used.
The Case
Example
Mellopps Global
, a cereals retail company from the US runs a local retail subsidiary, among other countries, in Austria (Europe). Due to unforeseen circumstances the subsidiary can not fulfill the goals within the annual financial plan and incurred
significant losses in the last fiscal year
.
The reasons
for the losses are various, as are the assumptions and opinions within the corporation about causes and responsibilities for this severe crisis of the Austrian subsidiary.
The currrent subsidiary.
problems
have drawn the attention of the US based headquarter to the Austrian subsidiary. An
urgent meeting
is called by the CEO of Mellopps Global in order to resolve the problems of the local Therefore the CEO, CFO, the product manager, and HR-Manager are sent to Austria to solve the problem and bring the subsidiary back on track. A
meeting with the local representatives
(country manager, marketing & sales manager) come together to discuss open issues and next steps. Since the company is acting internationally all representatives have
different nationalities and cultures
. This leads to diverse approaches to solve the problem.
The Case – The 6 Roles
The
roles
involved are:
1. CEO 2. CFO 3. HR-Manager 4. Country Manager 5. Marketing & Sales Manager 6. Product Manager
The company representatives discuss and act the case for a limited duration. During this role-play every company member is observed by several other participants, who take notes.
Additional Information:
Mellopps has signed a worldwide merchandising contract with Sky wards pictures. One of 10 different figures from their new film Galaxy-wars 4 is included in each package of Mellopps cereals.
Workshop Setup
The setting looks as follows:
CEO CFO M&S
Actors
PM HR CM
Supervisors
MED 1 HR 1 CM 1 PM 1 M&S 1 CEO 1 CFO 1 MED 2 HR 2 CM 2 PM 2 .
.
.
M&S 2 CEO 2 CFO 3
Observers
Example for a Roledefinition
Example
CEO (Nationality: ???) Most important for him/her
is that a turn-around of the Austrian subsidiary must be achieved by the end of the current financial year. The easiest way to achieve this is to replace the country manager as soon as possible with someone that he/she trusts and collaborates in a better way. Furthermore strict cost cutting plans including lay offs should be implemented due to the upcoming IPO next year.
Galaxy Wars Merchandising:
His / her eight year old son is a great fan of the series and likes the figures a lot.
Assumption why the local subsidiary is doing so badly:
country manager does not perform well. Maybe this could also be due to poor selection by the HR Manager. The
Example for a Roledefinition
Example
Country Manager (Nationality: ???) Most important for him/her
is that he keeps his/her current position in the short term. In the long run he/she tries to increase regular growth of turnover and profit, because his/her salary is performance dependent. He/She is indifferent to the means by which these goals are achieved.
Galaxy Wars Merchandising:
Austrian market.
Since Austria is a neutral and rather pacifist oriented country he/she sees that toys connected to war or violence could negatively impact on the image of the product in the
Assumption why the local subsidiary is doing so badly:
of the product.
He/She feels that the corporate regulations strictly dominate the business activities and leave too little room for local adaptation and marketing
Example for a Roledefinition
Example
HR-Manager (Nationality: ???) Most important for him/her
problems can be resolved.
is that people feel well and secure at their work place. He / she thinks that life long learning guarantees the long time success of a company and the people enrolled. Firing employees is never a good solution and by discussing open issues
Galaxy Wars Merchandising:
He/She does not think that a complementary product will increase the incentive to buy cereals.
Assumption why the local subsidiary is doing so badly:
Miscommunication and insufficient continual education plan within the local subsidiary.
To Do‘s for actually implementing this in class
•
Environment:
– Which Case Study?
– Mode of Moderation?
– Seating Arrangement?
– Time?
– Presentations & Feedback?
– Observers?
•
Role Definition:
– People involved / nationalities ?
– Central Theme ?
– Story / Case ?
– Number of Roles ?
– Description of roles ?
– Additional Information ?
•
Observation (Feedback form):
– Negotiation – Conflict Resolution – Group Differences – Strategy – Measures •
Presentation and Discussion:
– Short presentations of the roles – Report the experiences of the roleplay – Auditorium and observers are invited to add their feedback – Feedback templates important
Case-Based Role Play Questions?
Kontakt Thanks for your attention!
CULTURAL ELEVATOR
Mix of Methods
•
• Cases
• Roleplay
Practical examples Experience (semi-)real situations
• Simulations
Awareness- and skillbuilding
• Discussions
• Group Work
Experience and knowledge sharing Interaction and collaboration
Elevator Pitch
message across
Getting your
What is an Elevator Pitch?
An elevator pitch is an overview of an idea, product, service, project, person, or other thing and is designed to just get a conversation started.
Cultural Elevator - Rationale • Deliver an important message • Avoid cross cultural misunderstandings • Reach your goal • Act intuitively in a stress-situation • But still do a good job… • … in a cross cultural environment you are not used to
Cultural Elevator The Method
„Cultural Elevator“ – Situation I
Two years ago, you started to run a company, producing self cooling aluminum cans. Since the productions costs are rather high, it is only applicable for drinks (
alcoholic
, and non-alcoholic) in a higher price range and not for cheap soft drinks such as Ice Tea, Coke or Dr. Pepper. The can can only be
used once
and there is no technology developed yet that allows a refill. Your
market
research shows that in a) Asia b) United States c) Europe people seem to appreciate chilled drinks, people there are willing to spend more money if drinks are immediately chilled even if it is hot outside and that in summer it can be very hot, you think of introducing this
product
in a) Asia b) United States c) Europe
„Cultural Elevator“ – Situation II
You also heard that these preferences are hardly influenced by the income level and in general people like this kind of drinks. Your technology is unique and you were able to receive a
worldwide valid patent
for it. But the time is limited and you have to take the next steps rather early before other competitors adapt the technology and enter new markets. For this you will have to decide whether to produce centrally and ship to all your markets or whether you produce cans locally through
subsidiaries, franchises, joint ventures
etc. To enter new markets you need seed financing of approx. 1 Mill. USD.
Now it is up to you to
sell your idea
from to
potential investors
a) Asia b) United States c) Europe
How to prepare an elevator pitch?
1.
2.
What’s the
idea
? / What is your
product or service
?
What’s the
status
of the idea or business? 3. What
market
or markets does the business address and are there any testimonials or customer feedback? 4. Why do you believe you have the
advantage in the marketplace
relative to the market needs? 5.
6.
What’s the
competition
competitive advantage?
in the marketplace and what is your What’s the
revenue model
(such as “e-commerce,” or “wholesale”)? 7.
8.
9.
Who’s the
team
that's going to make the business succeed? / Who is behind the company?
What’s the longer term $XYZ")
vision
, the “end-game,” for the business and the projected return on investment for investors? (some examples are: "the business will distribute big profits to investors from cash flow by year X", or "the business will be acquired by another company for What’s the
total funding required
to execute the business plan? 10.What amount of
financing terms of investment
?
are you seeking
initially
and what are
the
Instructions for Students
Prepare a 2 minute presentation for potential investors from the respective environments by taking into account the following characteristics of your counter part. 1. Country culture – where is he/she coming from?
2. Business behavior – what are the negotiation rules?
3. Risk / Uncertainty avoidance 4. Power Distance – how to get the money?
– is your discussion partner equal or superior?
5. Future Orientation – do investors have a rather long term or short term approach?
Also take into account your own presentation style !
In-Class Discussion
1. What are
common aspects
when it comes to presentations for the potential investors in different parts of the world?
2. What makes the
presentations different
and in what way?
3. What are differences in respect to the
product
?
4. What are the differences in the
business environment
?
Example Teachers Manual for Debriefing selection
Intercultural Aspects Presentation Content
Participative Leadership (flat management hierarchies) in the proposed company Value of the product for society Outlining potential risks in the plan Production Method Single Use product Alcohol Intellectual Property / Patent
Presentation Style
Direct presentation approach
USA Singapore Austria
somewhat positive not important ambivalent due to lower uncertainty avoidance Local production in the US is preferred by customers ambivalent very important important to convince about security of investment Ambivalent Ambivalent Important to mention in presentation as legislation is strictly enforced ambivalent multiple use products are preferred rather restrictive less important for Asian markets as tech will be copied soon somewhat positive not important ambivalent due to lower uncertainty avoidance nobody cares where the product comes from recycling is in, single use is out no problem with that Important to mention in presentation as legislation is strictly enforced ambivalent Formal presentation approach Trying to sell via personal approach or product approach Positive ambivalent focus on product approach might feel offended positive due to higher power distance focus on personal approach ambivalent focus on personal approach
Cultural Elevator Questions?
Concluding Remarks
As interactive approaches to teach cross - cultural differences, case based role playing cases or the “cultural elevator”
engage participants by placing them directly in the story
. The story and thus the case develop and come alive as participants interact with each other. The workshop
analyzes the role of culture in communication
with people from diverse cultural backgrounds. Through play and the following discussion, participants gain insight into cultural differences and
recognize real life cultural
and psychological
traits
, they learn to identify the major cultural characteristics that influence interactions and decisions. They
benefit
by experiencing cross-cultural collaborative environments, also through acquiring a deeper understanding of the case, the involved people, as well as the language used.