Cross-Cultural Communication for Bc
-
Upload
abhinav-banerjee -
Category
Documents
-
view
221 -
download
0
Transcript of Cross-Cultural Communication for Bc
-
8/3/2019 Cross-Cultural Communication for Bc
1/19
CROSS-CULTURALCOMMUNICATION
Presented By: Pulkit Mohun
Abhinav Sharma
Indu Bansal
Abhinav Banerjee
-
8/3/2019 Cross-Cultural Communication for Bc
2/19
Topic overview
What is Culture?
Good Cross-Cultural
Communicators High-Context Cultures
Low-Context Cultures
-
8/3/2019 Cross-Cultural Communication for Bc
3/19
Definition Of culture
There are over 100 definitions ofculture.
The following definitions ofculture are tied together by an
understanding that: culture is learned culture is shared cultural experiences vary within a
cultural group
culture changes continuously every exchange with others is
intercultural.
Culture permeates everythingwe think, say, do and are.
-
8/3/2019 Cross-Cultural Communication for Bc
4/19
What is Cross-cultural
communication ?
Cross-cultural may refer to
cross-cultural studies, a comparative tendency in various fields ofcultural analysis.
cross-cultural communication, a field of study that looks at how peoplefrom differing cultural backgrounds communicate.
any of various forms of interactivity between members of disparatecultural groups (see also cross-culturalcommunication, interculturalism, intercultural
relations, hybridity, cosmopolitanism,transculturation).
the discourse concerning cultural interactivity, sometimes referred to ascross-culturalism (Seealso multiculturalism, cosmopolitanism, transculturation, culturaldiversity).
-
8/3/2019 Cross-Cultural Communication for Bc
5/19
High Context Cultures
Place value on being part of a group
Considers good of whole rather than individualachievement
Prefer indirectness, politeness & ambiguity.Infer information from message context,rather than from content.
Convey little information explicitly. High-context cultures place value on body
language and nonverbal cues
-
8/3/2019 Cross-Cultural Communication for Bc
6/19
Examples Of High Context
Cultures AMERICAN
ENGLISH CANADIAN
AUSTRALIAN
ENGLISH
GERMAN
IRISH NEW ZEALAND
-
8/3/2019 Cross-Cultural Communication for Bc
7/19
Low Context Cultures
Rule oriented, people play by external rules
More knowledge is codified, public, external,
and accessible. Sequencing, separation--of time, of space, of
activities, of relationships
Value directness.
See indirectness as manipulative.
Value written word more than oralstatements.
-
8/3/2019 Cross-Cultural Communication for Bc
8/19
Examples Of Low Context
Cultures AFRICAN
ARAB
CHINESE
FRENCH FINNISH
GREEK
INDIAN
ITALIAN
THAI
JAPANESE
-
8/3/2019 Cross-Cultural Communication for Bc
9/19
HIGH CONTEXT VS. LOW CONTEXTCULTURES
-
8/3/2019 Cross-Cultural Communication for Bc
10/19
High Context Low Context
Rely on implicit non-verbal communication
Detailed and lengthydecision making
Avoid confrontation and
debate Views laws as more
flexible
Emphasize relationshipsand a social atmosphere
Use intuition and feelingsto make decisions
Long-term relationships
Rely heavily on explicit verbalcommunication
Quick and efficient decisionson major points
Encourage open
disagreement
Laws are strictly followed
Views negotiationsimpersonally and focus on
economic goals Rely on facts and evidence for
decisions
Short-term relationships
-
8/3/2019 Cross-Cultural Communication for Bc
11/19
Case Study:KENTUCKY FRIED CHICKEN (KFC)
IN INDIA.
-
8/3/2019 Cross-Cultural Communication for Bc
12/19
About KENTUCKY FRIED CHICKEN
(KFC)KFC was founded by Harland Sanders (Sanders) in the early 1930s, when he started cooking andserving food for hungry travelers who stopped by his service station in Corbin, Kentucky, US.He did not own a restaurant then, but served people on his own dining table in the living quarters
of his service station. His chicken delicacies became popular and people started coming just for
food.
Kentucky Fried Chicken was born. Soon, Sanders moved across the street to a motel-cum-
restaurant, later named 'Sanders Court & Cafe, that seated around 142 people.Over the next nine years, he perfected his secret blend of 11 herbs and spices and the basic
cooking technique of chicken.
Sanders' fame grew and he was given the title Kentucky Colonel by the state Governor in 1935 for
his contribution to the state's cuisine.
Sanders' restaurant business witnessed an unexpected halt in the early 1950s, when a new
interstate highway was planned bypassing the town of Corbin. His restaurant flourished mainly
due to the patronage of highway travelers.
-
8/3/2019 Cross-Cultural Communication for Bc
13/19
Contd..
The new development meant the end of this. Sanders sold his restaurant operations.After settling all his bills, he was reduced to living on a meager $105 social securitycheque. But Sanders did not lose hope.
Banking on the popularity of his product and confident of his unique recipe for friedchicken, Sanders started franchising his chicken business in 1952. He called it Kentucky
Fried Chicken.
He travelled the length and breadth of the country by car, visiting as many restaurants aspossible and cooking batches of chicken. If the restaurant owners liked his chicken, heentered into a handshake agreement that stipulated payment of a nickel for each plate ofchicken sold by the restaurant. By 1964, Sanders franchised more than 600 chicken
outlets in the US and Canada.
-
8/3/2019 Cross-Cultural Communication for Bc
14/19
KFC In INDIAForeign fast food companies were allowed to enter India during the early
1990s, thanks to the economic liberalization policy of the Government of India(GOI). One of the first fast food multinationals to set foot in India was KentuckyFried Chicken (KFC), owned by PepsiCo.
KFC received permission to open 30 new outlets across the country. It chose
Bangalore as its launch pad because the city had a substantial upper middleclass population, with a trend of families eating out.
Also, it was considered Indias fast growing metropolis in the 1990 .The Bangalore outlet was opened in June 1995. Apart from Bangalore, PepsiCo
planned to open 60 KFC and Pizza Hut outlets in the country over the nextseven years. However, KFC became embroiled in various controversies evenbefore it started full-fledged business in India.
-
8/3/2019 Cross-Cultural Communication for Bc
15/19
PROBLEMS FACED BY KFC IN
INDIA
The case highlights the ethical issues involved in Kentucky Fried Chicken's (KFC)business operations in India. KFC entered India in 1995 and has been in midst of
controversies since then. The regulatory authorities found that KFC's chickensdid not adhere to the Prevention of Food Adulteration Act, 1954. Chickenscontained nearly three times more monosodium glutamate (popularly known asMSG, a flavor enhancing ingredient) as allowed by the Act. Since the late 1990s,KFC faced severe protests by People for Ethical Treatment of Animals (PETA), ananimal rights protection organization. PETA accused KFC of cruelty towards
chickens and released a video tape showing the ill-treatment of birds in KFC'spoultry farms. However, undeterred by the protests by PETA and other animalrights organizations, KFC planned a massive expansion program in India
-
8/3/2019 Cross-Cultural Communication for Bc
16/19
RE-ENTRY OF KFC INTO INDIAN
MARKET:-A case in point is KFC. KFC entered India in 1995, but a controversysurrounding the levels of MSG in its preparations and subsequentprotests from farmers' groups and animal rights activists
spelt trouble for the company. Ultimately, the company had to shutall but one outlet in the country.
Only recently in 2003 it made a quiet re-entry into the Indian market.Then came up with the strategies and menu that is desirable by theIndian consumers and also to provide Vegetarian meals as well. Andsince 2003 it is expanding successfully its business in India
-
8/3/2019 Cross-Cultural Communication for Bc
17/19
Changes that KFC did not
make and lead to its Failure
KFC has not understood the significance of cultural, economic,regulatory and ecological issues while establishing business in a
country like india .
KFC has not Appreciated the need for protecting animal rights indeveloped and developing countries like India.
They have not understood the importance of ethics in doingbusiness.
They have not examine the reasons for protests of PETA.
-
8/3/2019 Cross-Cultural Communication for Bc
18/19
Changes that KFC Adopt
BUT WHEN IN 2003 IT CAME BACK INTO INDIA WITH THESTRATEGIES LIKE TARGETTING HIGHER INCOME GROUP LEVEL.BUT AT THE SAME TIME PROVIDING MENU WHICH CAN BEAFFORDED BY THE MIDDLE INCOME GROUP LEVEL LIKE KFC
MINI BURGER AT RS.25 AND CAME UP WITH MENU LIKE HOTCRISPY CHICKEN WHICH CONTAINS INDIAN SPICES WHICHINDIAN PEOPLE LIKE.
BUT NOW THEY ARE ADHERING THE RULES OF FOODCORPORATION OF INDIA AND PETA AND EXPANDING BUSINESSSUCCESSFULLY
-
8/3/2019 Cross-Cultural Communication for Bc
19/19
THANK YOU.