TEchNOLOGy TRaNSFER MODEL - Javna agencija

KNOWLEDGE FOR BUSINESS IN BORDER REGIONS
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Module 3: BUSINESS CULTURE
Karin Elena Sánchez
3.1 Learning objectives of the module
• to understand and to be able to define culture and its elements/ dimensions
• to differentiate among diverse cultures
• to be able to apply knowledge on “culture” in the project
• to understand and utilise different cultures of academia and industry
• to be able to define corporate/business culture
• to get acquainted with facilitation and its possible usage in the project
• to learn to facilitate through a facilitation process
• to understand and practice a role of a facilitator in group processes
• to acquire basic facilitation skills
• to learn and practise some facilitation techniques
3.2 Keywords
Culture, Hofstede cultural dimensions/elements, business/corporate culture, types of corporate culture, facilitation, safe space and
field of relaxed communication, benefits, roles, competences, skills, technology transfer facilitator, active listening, paraphrasing
and summarizing, asking questions, giving and receiving feedback, facilitation guidelines, facilitation techniques, defining the issue
- fishbone diagram, generating ideas - brainstorming, organising and prioritizing ideas, creative problem solving – story boarding,
planning and decision making – Disney strategy
3.3 Culture and its dimensions
3.3.1 What is culture and what are its elements/dimensions
»Culture is more often a source of conflict than of synergy. Cultural differences are a
nuisance at best and often a disaster.«
Geert Hofstede
Culture is an integral part of every society and also an important part of identity of every human being. It is a learned pattern of
behaviour and ways in which a person lives his or her life. According to English anthropologist Edward B. Taylor (http://www.buzzle.
com/articles/what-is-culture.html) “is that complex whole which includes knowledge, belief, art, law, morals, custom, and any other
capabilities and habits acquired by man as a member of society.”
Culture is essential for every man and for existence of society for it binds people together. In explicit sense of the term, culture
constitutes the music, food, arts and literature, history, tradition, rituals and customs, social norms and morals within certain
cultural (and also physical) environment, values, symbols, language, perceptions, stereotypes, prejudices and beliefs, and cultural-specific
behaviour (“national etiquette“) …
Culture is something that a person learns from his family and surroundings, and is not ingrained in him from birth. It does not have
any biological connection because even if a person is brought up in a culture different from that in which he was born, he imbibes
the culture of the society where he grows up. It is also not a hidden fact that some people feel the need to follow the beliefs and
traditions of their own culture, even though they might be not subscribing to certain ideologies within.
Cultural norms play a large part in the mechanics and interpersonal relationships at work. Culture is a complex tool which every
individual has to learn to survive in a society. It is the means through which people interact with others in society. It acts in a subconscious
way – that’s why we take our norms of behaviour granted, and we do not think about our (culturally-conditioned) reactions,
preferences and feelings. On the contrary, whatever we see and perceive, seems to be normal and natural.
Sometimes, other societies and people seem to be a little odd because they have a different culture from ours. We must remember
that every society has a distinct culture that forms the backbone of the society. Culture does not remain stagnant; on the other hand
it is evolving constantly and is in fact somewhat influenced by the other cultures and societies.
Every society has a different culture, where people share a specific language, traditions, behaviours, perceptions and beliefs. Culture
gives them an identity which makes them unique and different from people of other cultures. When people of different cultures
migrate and settle in another society, the culture of that society becomes the dominant culture and those of the immigrants form
the subculture of the community. Usually, people who settle in other nations imbibe the new culture; while at the same time strive
to preserve their own.
Although every society has a specific culture, there are certain elements of culture that are universal. They are known as cultural
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