An actionable strategy for cultural sensitivity between Thailand and Australia

1. An Actionable
Strategy for
Cultural
Sensitivity
Wasitpon Techarungroj
Nexford University

2. 871,000 $3 billion 68 years 0%
Australians
visit Thailand each year on
holidays or business, while
more than 45,000 Thais live
in Australia.
Investment
from Australia in Thailand
for 2014 under the Thailand-
Australia Free Trade
Agreement (TAFTA).
Diplomatic relations
Between Thailand and
Australia. His Majesty King
Vajiralongkorn studied at
secondary school and
military college in Australia.
Thailand’s tariff,
according to the deal of
TAFTA in 2010. It is
becoming effective in
2020
WHY AUSTRALIAN?
CUSTOMERS + STAFF AUSTRALIA
DIVERSITY AS A GIVEN IN THE GLOBAL MARKETPLACE

3. HOW CULTURAL BIASES ARE FORMED?
VIDEO: Unconscious bias: the theory behind 'Implicitly’
https://youtu.be/c-f2VJM4dps
‘Bias occurs when people
of one culture presume that
their social conventions are
universal. They feel that
people who do not follow
those conventions are
outcasts. They refuse to
acknowledge ethnic diversity,
which leads to social
disharmony’
(Abuwala, 2019).

4. - Less obvious hierarchy
- Appearance of friendly / relaxed
- Time – meeting deadlines
- Value initiative
- Team focussed
- Multicultural
- Workplace rights and laws
- Strong occupational health and safety
emphasis
- Focus on policies & procedures
- Interest in environmental issues
- Work / life balance
- Coffee
- Sport / BBQs / holiday focussed
- Others?
CULTURAL DIFFERENCES
Australian Culture
- More hierarchy ***
- Respect for managers/seniors
- juniors keep quiet
- Less female equality? (Boomers & GenX)
- More individually focussed?
- Time is more elastic
- B2B relations have interpersonal focus
- Don’t like to say no to save face
- Concept of guanxi (as Chinese)
- More community spirit
- Others?
Thai Culture
( Finn, 2015)

5. SPECIFIC BEHAVIOUR THAT LEAD TO MISUNDERSTANDING (1)
Thai
 Being late is inappropriate but some Thais
think that it is acceptable if you have your
own reason.
 Being late is unacceptable.
 Being too early can come across as over-eager
and annoying.
 Being too early is a mark of diligence and
intention.
Australian
 Profanity such as “Bastard” is a frequently a
term of endearment and is not really
considered swearing.
 All profanities, swear words or religious words,
are considered in a lack of respect.

6. SPECIFIC BEHAVIOUR THAT LEAD TO MISUNDERSTANDING (2)
Thai
 It’s not ok to wear flip-flops while walking to
walk. Workers would dress well before they
arrive at office.
 It’s ok to wear thongs (sandals) while walking
to work. Australians often will bring their
work shoes in a bag and put them on when
they arrive at office
 It is impolite to force people to accept food or
other things.
 Thais tend to force people to accept food or
other things due to concept of Guanxi.
Australian
 It’s rude to sit in the back of a taxi if you’re
travelling on your own. This term for the
culture of equality in Australia.
 It’s appropriate to sit in the back of a taxi if
you’re travelling on your own. The taxi driver
is probably uncomfortable if you sit in the
front.

7. VALUE OF APPRECIATING DIFFERENT CULTURES
Help grow your understanding of
people
Make your time spent more
meaningful
Avoid communication mistakes
Make you become a successful
person

8. EFFECTIVE COMMUNICATION TECHNIQUES IN AN
INTERCULTURAL CONTEXT (1)
Admit that you
don’t know
Our assumptions may be
wrong is part of the
process of becoming
culturally aware. Assume
differences, not similarities.
Suspend judgements
Collect as much information as
possible so you can describe the
situation accurately before
evaluating it.
Empathy
Try to stand in his/her
shoes through
empathy.

9. Systematically check
your assumptions
Ask your colleagues for feedback
and constantly check your
assumptions.
Become comfortable
with ambiguity
Assume that other people are
as resourceful as we are and
that their way will add to what
we know. Celebrate diversity!
EFFECTIVE COMMUNICATION TECHNIQUES IN AN
INTERCULTURAL CONTEXT (2)

10. References
- Abuwala, A. (2019, February 13). What is Cultural Bias? Retrieved March 10, 2020, from
https://www.worldatlas.com/articles/what-does-cultural-bias-mean.html
- Australian life. (n.d.). Retrieved March 11, 2020, from http://sydney.edu.au/global-
health/images/common/Orientation_Guide-Australian_Life_generic.pdf
- Finn, M. (2015, June 23). Australian Workplace Cultural Communications. Retrieved March 9, 2020, from
https://www.swinburne.edu.au/events/departments/current-students/2015/06/Australian-workplace-culture-
revised.pdf
- Kimmorley, S. (2016, December 25). 20 things about Australian working culture that can surprise foreigners.
Retrieved March 11, 2020, from https://www.businessinsider.com.au/20-things-about-australian-working-
culture-that-can-surprise-foreigners-2015-3
- Quappe, S., & Cantatore, G. (2005). What is Cultural Awareness, anyway? How do I build it? Retrieved March 11,
2020, from https://docplayer.net/52001-What-is-cultural-awareness-anyway-how-do-i-build-it.html
- Thailand Country Starter Pack. (2015). Retrieved from https://asialinkbusiness.com.au/research-
resources/thailand-country-starter-pack
- Thailand Travel Advice & Safety. (2020, March 5). Retrieved March 8, 2020, from
https://www.smartraveller.gov.au/destinations/asia/thailand
- Unconscious bias: the theory behind 'Implicitly'. (2014). Retrieved from https://www.youtube.com/watch?v=c-
f2VJM4dps&feature=youtu.be

11. THANK YOU