Blackout in America s8

Case of Indigestion Storyline by NcNamara Willis

Introduction 2

Travel and technology has allowed businesses to expand globally. Products and services are produced throughout the world in these expanding markets. The winners in the race to become global are those companies who make strategic decisions, which allow for acceptance and assimilation within the varying cultures. It is no longer possible to work within the vacuum of American culture. Instead, companies must find ways to adapt to the challenges presented by different countries and their people.

Fortunately there are resources available, which allow employers to quickly train employees to function within the new world of business that has few boundaries. Organizations are increasingly relying on “just in time” training to meet the demands of an ever-changing status quo. Failing to prepare for the cultural differences can actually be a “deal breaker”. With large amounts of money and effort on the line, companies cannot afford to ignore the different rules of the game in international business.

This storyline is about a young 16-year-old man sent to France on a study abroad program by his Parents who want to expose him to a different culture as well as teach him some independence. While there he enjoys daily the exquisite foods offered by his host. Curious about their guest, the French family asks the young man to prepare for them a meal that reflects his typical American diet. Being from the South, the young man is naturally proud of his native cuisine and enthusiastically plunges into preparing a meal. He creates a menu of Fried Chicken, eggplant casserole, chocolate cake and iced tea. He phones his Grandmother internationally to get the recipes for these his favorite hometown dishes. With shopping list in hand he explores the supermarche and purchases the necessary ingredients.

By this time the French family is so excited about the youth's project they take the liberty to invite neighbors to share in the meal. Several of the recipes call for "shortening". The product the young man selected appeared to be a French version of shortening and he impulsively proceeded with little hesitation. He heated the "shortening" and noticed it took a long time to reach a temperature high enough to cook with. Moreover, small balls formed which he laboriously mashed with a wooden spoon until finally the substance reached the desired consistency. The cake called for shortening as well and took an inordinate amount of time to prepare.

When he removed the cake from the oven it did not resemble his grandmother's. Rather than appearing fluffy it took the form of a brick and stood less than one inch in height. The chicken also had a waxy cast to it that was unfamiliar and left a heavy film on the roof of the mouth.

The family and friends present for the meal enthusiastically and politely consumed the meal. Even the morass of gray matter, intended to be eggplant casserole was ingested. It was only years later that the boy (now a man) realized the product he had liberally used to create a "true American southern meal" had more to do with lighting a meal than making one......

2 The naiveté of this young man is actually quite charming (or at least in retrospect it is). However, it underlines our natural tendency to make assumptions. Whether we are operating in a foreign land or not, it is wise approach each new situation with a fresh and critical eye towards problem solving.

Guiding Questions

1. How might a misunderstanding occur as a result of someone making an incorrect assumption?

2. How might internet/intranet communication contribute to a misunderstanding?

3. How might a company expand into a new country and train its employees as to the new culture?

4. How might another culture appear to alienate a newcomer?

5. Reflect on a time in your own country where you might have made an incorrect assumption. What was the result?

Product

1. You are a top ranking salesperson for the mid-west region of Demo-Graphics a printing firm specializing in optical scanning technology. Your company has just informed you that you have been promoted to take over new business development in Japan. You are to report to work in 2 weeks and will be giving a presentation in 3 before the Tokyo Chamber of Commerce. There you will be meeting 5 of your target customers. How will you prepare?

2. Research 25 words and phrases that are different between American English and British English. List.

3. Research 5 gestures (in any culture) which are virtually meaningless or harmless in the United States that hold great meaning somewhere else.

Humor Theories

The theory employed in this exercise on exploring cultural differences and the danger of making assumptions is the Social Function of Humor Theory. In the story, the young man makes the mistake of substituting paraffin for shortening. It is a mistake anyone might make who found them selves in a new situation in a culture in which might be difficult to communicate. Rather than ASKING his host family for a like alternative for Crisco he made an assumption that proved to be incorrect. The listener can empathize with the young man in the story and reflect on times during their own lives where they made incorrect assumptions. John Morreall speaks extensively about how humor can give us mental flexibility. Humor allows us to challenge assumptions in such a way that it non-

3 4 threatening and allows for mistakes. In order to problem solve, we must act in a framework that is tolerant. (p.125) The cognitive “shift” which takes place as one listens to a humorous story produces the distance necessary to approach a problem from a new perspective. (Martin and Lefcourt, 1983). Humor serves to move the audience in a parallel with the mistakes made by the young man towards closeness. This relational aspect serves to illustrate the lesson to the audience.

Contact Resources (Possible)

Carolyne Luesing

Carolyn Luesing of Carolyn Luesing & Associates is a speaker, consultant and trainer. She presents seminars in the areas of business, social and global etiquette. For information, please call (404) 231-4815.

Sandra L. Stacy

Sandra Stacy was trained and certified by "The Protocol School of Washington" in Washington, DC. She offers private consulting and seminars on "Business Etiquette and Protocol for Today"and "Business Etiquette and Dining Skills." (817) 656-3499.

Resources

Axtell, Roger, Do’s and Taboos Around the World

Casse, Pierre, 1981. Training for the Cross-Cultural Mind; Washington, D.C. : Society for Intercultural Education, Training, and Research,

Featherstone, Mike, 1990. Global Culture: Nationalism, Globalization, Modernity. London: Sage.

Featherstone, Mike, Lash, Scott, and Robertson, Roland, 1997. Global Modernities. London: Sage.

Friedman, Jonathan, 1994. Cultural Identity & Global Process. London: Sage.

Graham, Gordon, 1999. The Internet: A Philosophical Perspective. London: Routledge.

Hall, Edward T. and Mildred, 1990. Understanding Cultural Differences -Yarmouth, MA: Intercultural Press

Harris, Philip R. and Moran, Robert T., 2000. Managing Cultural Differences Houston, Tex.: Gulf Publications.

Mole, John. 1991. When in Rome-- : a Business Guide to Cultures & Customs in 12 European Nation New York: American Management Association

4 Stroehlein, Andrew, August 2001. Examples of Cultural Differences in English Usage Online Journalism Review

Useful Exercise for Teachers http://www.msu.edu/unit/taprog/articles/cultural_differences.htm

Web Resources www.edupass.org www.us2uk.tripod.com (Helpful hints regarding communications between U.S. and Great Britain) http://www.qontent.com/questware/segment.cfm?segment=1187 (Cultural differences between U.S. and China) http://www.pbs.org/ampu/crosscult.html (Cross-cultural issues) http://ojr.usc.edu/content/story.cfm?request=626 (cultural differences between U.S. and Great Britain) http://content.monster.co.nz/businesslife/bl_8024/ (regarding email sensitivity) www.johnmole.com