SIETAR Europa Congress, Tallinn September 18-21, 2013

Transcription

1 Identifying Hungarian cultural characteristics in Europe s cultural diversity in the 21st century: a controversial issue SIETAR Europa Congress, Tallinn September 18-21, 2013 Dr. Klara Falk-Bano, Budapest Business School

2 Hungary and Europe 21st century the global century but the importance of recognizing cultural diversity is increasing Cultural differences present new challenges and opportunities Especially true for Europe and the EU

3 Twenty-year empirical research on Hungarian cultural characteristics Aim of research: to explore and analyse the main causes of intercultural communication gaps and conflicts in Hungarian based Br.-Hung. And US-Hung. organisations On the basis of the author s fieldwork findings of twenty-years ( ) of research in fifty-three, mainly British-Hungarian and American-Hungarian organisations, 460 deep interviews, Hungarian (business) culture can be characterised as follows:

4 The Hungarian (business) cultural traits as opposed to Br and US Along Hofstede s, some of Trompenaars and Hall s categories Hungarian national culture is: rather high power distance, moderately collectivist with individualistic features, masculine, particularist, diffuse, ascription-oriented, high-context, polychronic but also monochronic features, moderately long-term oriented, high uncertainty avoidance. (Falk-Bano, 1999, 2001, 2008)

5 Semi-structured Interviews First part of the interview: questions concerning respondents earlier experience, expectations prior to interacting with host s/visitor s culture, how they compare with actual experiences. (Also length of time spent in the org., position, command of the other language) Second part of the interview: respondents asked to mention cases of obvious miscommunication from their experience with members of the other national culture. (Falk-Bano 1999, 2001, 2008)

6 Hofstede s Results on Hungary compared to UK and US (G. Hofst.and G.J. Hofst.2005, H.and H., Minkov, 2010)

7 Results not from IBM database, replication Results from students of six Hungarian higher educational institutions (Dienes, ) Very young people, mostly without any work experience

8 Results on Hungary from the Hungarian translation of G.Hofst.and G.J.Hofst. 2.ed. Károly Varga s very different results on the 4-D model, with Hofstede, G. s permission, in the Hungarian translation (2008) of the 2.ed. of Cultures and Organisations. Sofware of the Mind (2005) Varga s results (1986, 2000, 2001): PDI 19 IDV 11 MAS 17 UAI 83

9 The Globe Project By 2002 results from 61 countries Hungarian Results University of Economics, (now Budapest Corvinus University ) (Bakacsi et al.) Great advantage: multi-method (quantitative and qualitative) project

10 The GLOBE Project Another great advantage: Distinction between Practices: as is Values: as should be

11 Globe survey Hungarian Results (Bakacsi et al., 2002) Societal Culture on a scale 1-7: Uncertainty avoidance as is: 3.12 as should be: 4.66 Power distance as is: 5.56 as should be: 2.49 (!) Societal collectivism as is: 3.53 as should be: 4.50 In-group collectivism as is: 5.25 as should be: 5.54 Gender Egalitarianism as is: 4.08 as should be: 4.63 Assertiveness as is: 3.23 as should be: 4.49

12 Globe survey Hungarian Results (Bakacsi et al., 2002) Future Orientation - as is: as should be: 5.70! Performance Orientation as is: 3.43 as should be: 5.96! Humane Orientation as is: 3.35 as should be: 5.48

13 Hungary s place on the basis of GLOBE results Eastern European cluster: Albania, Georgia, Greece, Kazahstan, Poland, Hungary, Russia, Slovenia: several cultural differences but in all countries: Large power distance, strong family and group collectivism, values as should be- towards more Performance and more Future Orientation, Values charismatic and group-oriented leadership

14 Trompenaars results on Hungarian culture (Trompenaars and C.Hampden-Turner, 1997, 1999) Hungarian culture according to Trompenaars: More universalist than particularist Individualistic Neutral Specific, also some diffuse Achievement-oriented

15 Why are the results on Hungarian culture so controversial? Cultural differences of age groups everywhere, especially in Central and Eastern Europe since the changes from 1989 Different researches ask different questions and interpret answers in different ways Different researches have different databases, even in the same research if replication (Hofstede s dimensions) People answer questions sometimes writing what they would like, not what it is like now. (GLOBE)

16 Hungary in Europe Hungarian cultural characteristics reflect our dual character eastern and western features

17 Personal relationships Strong relationship-orientation Critical business issues need to be discussed face-to-face Frequent visits and phone calls are required

18 Time Polychronic features in its relationship focus but also monochronic features Meetings start on time Punctuality and keeping schedules are appreciated BUT- Hungarians may lose all sense of time if they get involved in a lively discussion (polychronic)

19 Negotiations, presentations Small talk Business negotiations more slow than rapid The usual style is discussing issues item by item But we may lose all sense of time Hungarians are complainers (they complain if their ice cream is cold Emotion rather than rational analysis often determines behaviour.

20 Negotiations, presentations Often moody, raise problems without offering solutions, expect the other party to come up with a solution Avoid saying no and often fail to answer questions directly Indirectness connected with high-context culture Decision making usually done at the top, process more lengthy (large power distance) Presentation should be with background information, facts and technical details.

21 So, what are Hungarians like? Hungarian culture tends to have slightly collectivist (younger generation is more individualist), and masculine values Hungarians seem to have a talent for absorbing themselves into other cultures and then becoming the prototypes of those cultures (eg a Hungarian turning communist was worse than the original ones, etc), as Hungarians do things with exaggeration.

22 So, what are Hungarians like? Hungarians are clever at always finding the loopholes (survival tactics-historical reasons as well) Similarities between the Hungarian and the Mediterranean business cultures (hierarchical attitudes, strong uncertainty avoidance and highly relation-oriented attitudes) Selective politeness (friendly with their business partners but sometimes rude with strangers in the street) - high-context culture (clear distinction between insiders and outsiders )

23 So, what are Hungarians like? If there are 3 Hungarians there will be 4 opinions I want the same like my neighbour has, but even bigger and nicer If my cow dies I want the neighbour's one to die as well Hungarians do not like critics and open confrontation with problems Corruption, Outstanding hospitality, Creativeness

24 Some of the most typical comments of Western managers, based on 460 interviews: Reluctance in taking responsibility, inefficiency Marked differences between age groups Not enough planning in Hungary, keeping deadlines difficult Hungarians do not have customer orientated attitude Bureaucracy, hierarchical attitude, titles, formality Use of telephone and fax for private purposes Importance of personal relationships

25 Some of the most typical complaints of Hungarian employees, based on 460 interviews: Different attitude of Western management to expatriates and local employees Tense working tempo Hungarian opinion not considered credible by expatriates Expatriates often arrive with no or very little knowledge of the region. People from the west think Hungary is the end of the world. Language problems

26 References Bakacsi, Gy., Takacs, S., Karacsonyi A., Imrek, V Eastern European cluster: tradition and transition. In: Journal of World Business 37, Falk Bano, K Meeting the Intercultural Challenge in Hungary. In: Meeting the Intercultural Challenge, Knapp, K., Kappel, B., Eubel- Kasper, K., Salo-Lee, L. (eds.), Berlin: Wissenschaft & Praxis, Falk Bano, K. (2001): Kulturakozi kommunikacio. Nemzeti kulturak, szervezeti kulturak, interkulturalis menedzsment aspektusok. Budapest: PUSKI Kiado Falk-Bano, K. (2008): Kulturakozi kommunikacio. Intercultural Aspects of Doing Business in Hungary. Budapest: Perfekt Kiado

27 References Hofstede, G., Hofstede, G.J. Cultures and Organizations. Software of the Mind. Second edition, McGraw-Hill Hofstede, G., Hofstede, G.J. Kulturak és szervezetek. Az elme szoftvere. Hungarian translation of Second ed McGraw-Hill, Pecs:VHE Kft Hofstede, G., Hofstede, G.J., Minkov, M. Cultures and Organizations. Software of the Mind. Third edition, McGraw-Hill Trompenaars, F., Hampden-Turner, C., 1999, reprinted of Riding the Waves of Culture. Second edition, London: Nicholas Brealey Publishing