Individual Assignment – Appreciation of Cultural Differences

After graduating from SolBridge, you started working for Gutwagen, a renowned German
car manufacturer that operates in 72 countries. You have been working as an Assistant Manager in
Gutwagen’s Sales department in Germany for the last five years. Your main responsibility is to
oversee sales in the Asian region. Currently, Gutwagen is facing a major problem: the sales at
Gutwagen’s Japanese subsidiary have gone down by 15% in 2018 (compared to the same quarter in
2017). The headquarters has decided that the performance needs to be improved. It wants sales to
increase by 20% in 2019 (compared to figures in 2017). Now, you will represent the headquarters
and conduct a Skype meeting to discuss the problems and to inform the subsidiary manager
(Japanese citizen) about the headquarters’ decision.

1. What are the main similarities/differences in cultures between your country and Japan in terms
of Hofstede’s cultural dimensions? (3 points)
(Maximum 300 words)
Hint: Refer to lecture slides 12-18 (week 4)

2. What kind of common barriers to effective communication do you expect during the Skype
meeting? (3 points)

(Maximum 300 words)

Hint: Refer to lecture slide 37 (week 4)

3. What can the German manager do to overcome barriers to effective communication?

(4 points)
(Maximum 400 words)
Hint: Refer to lecture slides 38-43 (week 4)