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Business Cultures From Confusion To Fusion #ICCA12 TUESDAY 23/10/2012
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Business Cultures From Confusion To Fusion #ICCA12 TUESDAY 23/10/2012

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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.


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  • 1. Danaë HuijserOct. 23rd, 2012 Business Cultures From confusion to fusion Culture & Management Consulting
  • 2. Combining the best of all
  • 3. Embracing the power of diversity
  • 4. AwarenessCulture is who you are
  • 5. AppreciationValue differences
  • 6. AuthenticityCombine strengths
  • 7. Diversity awareness What gives value todifference in teams is notwhy we are different, but how we are different.
  • 8. Our socialidentityinfluenceshow weperceive theworld
  • 9. PersonalityIndividualGroup-Nationality-Age Culture-Gender-…Universal Human Nature
  • 10. Personality or Culture?Kurt Lewin Public PrivateAmerican& GermanPersonalityStructures Danger Zone
  • 11. PersonalityIndividualGroup-Nationality-Age Culture-Gender-…Universal Human Nature
  • 12. Human nature or culture?
  • 13. The Model of FreedomCulture isour feel goodzoneWhere wefeel free, ACTIONwithin thelimitationsset by ourculture TASK ROLE PROCESS
  • 14. Cultural identityBalance rightsand dutiesDirect or indirectcommunicationEmail or face tofaceThe meaning ofconflicts and Task Roledisagreements I have the right to: We have a duty to: -Do things my way -Be disciplined -Speak up -Conform -Look after myself -Look after each other -Decide for myself -Share responsibility
  • 15. What do you think?Communication with a newbusiness relation should be aboutthe business. If he or she keepsinviting you for city tours, tea anddinner, it’s a sign there is nobusiness here and you should justgive up.
  • 16. What do you think?Communication with a newbusiness relation is all aboutbuilding trust. If he or she wantsto meet you at the airport for ashort meeting, and only has onehour between flights, it’s a signthere is no business here and youshould just give up.
  • 17. Cultural preferencesRules and Actionexceptions Follow the rules Time is moneyTime Be decisive, be fastperception Learning by doing, mistakes happenDecision Factual informationmaking counts 0Learningstyle Look for exceptions Time is infinite Good decisions take time Prepare well to avoid mistakes Gut feelings count Process
  • 18. What would you do?You rush to be on time to anappointment, where you findyourself waiting for two hoursuntil your partner arrives. Heexplains he met an old friend andcould not just ignore him on thestreet.Is this disrespect, or could it besomething else?
  • 19. What would you do?After years of negotiation yourUS based company established ajoint venture with a Braziliancounterpart. You presentyourselves as partners to thepress. Then, your Braziliancounterpart tears up thecontract!What does this mean?
  • 20. The Model of FreedomCulture isour feel goodzoneWhere wefeel free, ACTIONwithin thelimitationsset by ourculture TASK ROLE PROCESS
  • 21. Action orientationFeatures: Action Drive to achieve Decisive Fast: time is Actionmoney Mistakes Focus on doinghappen Risk taking Role Task Tangible andvisible resultscount Future oriented Process
  • 22. Fast foodQuantitymatters:bigger isbetterIt’s ok to eataloneIt’s ok to eatwhile youdrive
  • 23. Process orientation ActionFeatures: Value discussionand preparation Careful decisionmaking, analytic Drive to preventmistakes Time is an Task Roleinvestment Past oriented The (intellectual) Processprocess counts Focus on thinking Process
  • 24. Slow food,take yourtimeQualitymattersFood shouldbe sharedFood is anopportunityfordiscussionandsocializing
  • 25. Task orientationFeatures: Action Direct style ofcommunicationPragmatic Personalresponsibility Focus on rights Belief in equality: Task Task Role“you may be Focus ondifferent, but not‘better’ than me” individual Process
  • 26. Food is thereto keep youalive andshould benutritiousFood ismeasuredper person
  • 27. Role orientation ActionFeatures: Clear role Focus on dutiesandresponsibilities Quality anddiscpline count Conflicts are Roleperceived as Task Roledisruptive Focus on Indirect and groupformalcommunication Process
  • 28. Food isabout all thetastes, everydish has itsown purposeFood shouldbe of highquality, bothin taste andin looks
  • 29. The advantage of diversity Experiencing creativity within diverse teams
  • 30. Creative perception
  • 31. Creative problemActing on an anonymous phone call, thepolice raid a house to arrest a suspectedmurderer. They don’t know what he lookslike, but they know his name is John. Insidethey find a carpenter, a lorry driver, a carmechanic and a fire-fighter playing cards.Without even asking his name, theyimmediately arrest the fire-fighter. How dothey know they’ve got their man?
  • 32. Idea killersYes, but … It already exists! Ourcustomers won’t like that! Wedon’t have time… It’s notpossible… It’s too expensive!Let’s be realistic. That’s notlogical… There’s no budget… I’mnot creative… It’s not myresponsibility… It’s too difficult…The market is not ready…
  • 33. Creative design• Redesign (a part of) the human body• What is the 1st idea that comes to your mind?• Now, let’s combine ideas into one design.• (How) did we manage to cooperate?
  • 34. Culture A Culture BADVANTAGE ADVANTAGERisk taking, fast decision Details are analysed beforemaking decisions are madeDISADVANTAGE DISADVANTAGEMaking mistakes is part of Relatively slow processthe game
  • 35. Culture A Culture BADVANTAGE ADVANTAGERisk taking, fast decision Details are analysed beforemaking decisions are madeDISADVANTAGE DISADVANTAGEMaking mistakes is part of Relatively slow processthe game
  • 36. Creativity exerciseThere are 10 glasses in a row.The first five glasses are empty and the last fiveare filled with water.How would you create a row of alternatingempty and full glasses by only moving two ofthe glasses?
  • 37. It’s all aboutfusion
  • 38. Tripple-A formulaBe aware of your own biases and theadvantages of your preferred styleAppreciate other styles as possibleways to success: what you perceive asright does not make someone else’sperception wrong.Try not to judge.Remain authentic:adopt, don’t adapt.
  • 39. Danaë Huijserdhuijser@cmc-eu.com