Welcome to the

Expert Session ICM

RHH Semester
Session 1, Semester 1 2023/2024
Clearing the plate
I DO ARRT
Intention: Welcome into becoming
International and InterCultural
Desired outcome(s)
- Have an understanding of culture
and the importance of intercultural
communication
Agenda on the next slide
Roles: expert and students
Rules: all discussions are related to
topic
Time: 90 minutes
 Agenda

1. About this course

2. Culture (meaning)
3. Activity / Game
4. Onion Model by Hofstede
5. Globalisation
6. Professional Assignment
 Plan for this semester

• Number of sessions: 3 in semester

• Sessions 1: Culture and Onion Model (Hofstede)

• Session 2: Cultural Dimensions (Hofstede), High and Low

Context, Conflict resolving

• Session 3: Global Village and work on Professional

Assignment
 Plan for this semester

• Professiona Assignment
–Choose Case Study to work on
–Group Assignment
Welcome in becoming International & InterCultural

• What do you already know about this course?

• Which Learning Outcomes are possibly linked to

InterCultural Management?
LLO Name

5.1 Understanding valuable solutions for an operational department

Provides creative solutions that value to the hospitality industry and its
environment (LO5)
6.1 Operational leadership
Acts as a leader who can adapt to situations and circumstances to guide,
manage and lead a team effectively (LO6).
7.1 Foundation Sustainable Mindset
Develops and shares a sustainable mind-set to have a positive impacton
tomorrow’s world (LO7)
8.1 Global Citizenship / Personal awareness
Is aware of the role as a citizen of the global village to adapt to a changing
environment (LO8)

9.1 Understanding ethical behaviour

Understands own norms and values to reflect on behaviour as a
professional(LO9)
Welcome in becoming International & InterCultural

But how?
 Key literature 1

Introducing
Intercultural
Communication:
Global Cultures
and Contexts, 4e
© Shuang Liu, Zala Volčič, Cindy
Gallois
 Key Literature 2

Intercultural
Management:
Concepts, Practice,
Critical Reflection

© Dirk Holtbrügge
WHAT IS CULTURE?
WHAT IS CULTURE?

Some metaphors
 Question ???

• How does the object explain the

concept of culture?
• Why is it important to know
about culture when working with
others?
Different perspectives of reality
 Culture: The luggage we
carry…

• Why is culture compared to the

‘luggage we carry’?
 Culture is ….

The collective programming of the human mind that distinguishes the

members of one human group from those of another. Culture is about norms
and values which determines the accepted behavior within group.
Geert Hofstede (1991)
Life experience Nationality

Family Georgraphy

Religion History

Education Economic level

Ethnicity
Gender
 Culture Game

•Purpose: to explore cultural difference through

communication
•Time of activity: 5-10 min
•Time in total: 30-45 min
•Groups: 6
•Divide into 6 groups, take a card, discuss, act
 Culture Game: rules.

• Divide into 6 groups

• Receive coloured cards with instructions.
• Take 3-5 min to discuss with your team members what is on
cards.
• You are NOT ALLOWED to tell another group what is on your
card
• When you are ready, start walking around and communicate
with other cultures according your instructions on the card
 Onion Model

Hofstede (1991)
 Asian

Values Westerner

Ethics and priorities within a culture. “Society and seniors”

First thing a child learns.

Examples are:
 Respect
 Family
 Independence
 Achievement
 Modesty

Yang Liu, (2016). East Meets West

 Asian

Values Westerner

“The child”

“Lifestyle”
Yang Liu, (2016). East Meets West
 Asian

Symbols Westerner

“Perception of each other”

 Hear
 See
 Observe

Yang Liu, (2016). East Meets West

 Asian

Heroes Westerner

“Heroes”
 Sports-, movie- and music-stars
 Historical and political persons
 Cartoon heroes
 Family members

Yang Liu, (2016). East Meets West

 Asian

Rituals Westerner

“Meals”

“Shower time”

Yang Liu, (2016). East Meets West

 Onion Model

Hofstede (1991)
 Question????

• Why is “Culture” an important part of business, communication

and management?
Globalisation

“Globalization is the
process by which ideas,
knowledge, information,
goods and services spread
around the world”.
(Lutkevich, 2021)
 Examples

• How many of you were in McDonald’s’ earlier?

• How many of you were in McDonalds in

different countries? What did you mention?
What different?

• Where was McDonald’s found?

• Guess which country these bizarre McDonald's menu it

ems come from in tricky quiz - Mirror Online
Guess which country has this in their McDonald’s Menu
Guess which country has this in their McDonald’s Menu
Intercultural and Hospitality in short
Globalization
 References

• Lutkevich, B. (2021). globalization. CIO. https://www.techtarget.com/searchcio/definition/

globalization
• Liu, S., Volčič, Z., & Gallois, C. (2023). Introducing intercultural communication: Global cultures
and contexts. SAGE.
• Holtbrügge, D. (2022). Intercultural Management: Concepts, practice, Critical Reflection. Sage.
 Where to find ICM on Blackboard

• Description of Professional Assignment:

Course: Foundation Phase
Content / HMS - Foundation phase - 2023/2024 (nhlstenden.com)

• Syllabus, Slides
Course: Leadership People -> Intercultural Management -> Level 1
Content (nhlstenden.com)
 Home assignment

•Read at home:
–Chapter 1, “Intercultural
Communication in a Global
Community”
–Chapter 3, “Communication
and Culture”.
What is your takeaway for today?

•What did you learn today?

•What can you take and apply for your Design

Challenge?
Thank you and see you around!
 Let’s practice

• Work in Subgroups
1. Japan
2. Brazil
3. India
4. France
5. South Africa
Research and analyze the assigned cultural group using the Onion
Model. They should focus on the following aspects:
• Values: What are the core values and beliefs of this culture?
• Rituals: What are the significant rituals or traditions in this culture?
• Heroes: Who are the admired or influential figures in this culture?
• Symbols: What symbols or icons represent this culture?

This Photo by Unknown Author is licensed under CC BY-SA

 Let’s practice

Research and analyze the assigned cultural group using the

Onion Model. They should focus on the following aspects:
• Values: What are the core values and beliefs of this culture?
• Rituals: What are the significant rituals or traditions in this
culture?
• Heroes: Who are the admired or influential figures in this
culture?
• Symbols: What symbols or icons represent this culture?

• How will this information influence your first business

meeting with the client? What will be your approach?
This Photo by Unknown Author is licensed under CC BY-SA
 Let’s practice

• Present your findings

• Write on the whiteboard points of each dimension

This Photo by Unknown Author is licensed under CC BY-SA

 Let’s practice

• What similarities and differences did you identify?

• How can awareness of these cultural dimensions help in intercultural
communication and collaboration?
• Can you think of any real-world examples where a lack of understanding of
these dimensions led to misunderstandings or conflicts?

• How this knowledge will help you with Design Challenges, travelling and
friendship?