Managing Across Cultures Assignment : Case Analysis of McDonald’s, Fiat & Workplace Stereotypes

Assignment 2

Excerpt 1

“McDonald’s which has been successful and is highly recognized brand functioning in global markets. Keeping in mind the overarching consistency of the brand across the globe, McDonald’s considered global marketing efforts because it adjusts itself by local needs.
McDonald’s believes in devising its strategies accordingly and develops the region-specific menu. In 2003, it launched McArabia which is a flatbread sandwich in its Middle East restaurants. Similarly, it also launched its Macarons for its menu in France.”

Source: https://www.ijtsrd.com/papers/ijtsrd20268.pdf

Read the Excerpt Above and Answer the Following Questions While Referring to The Content Covered in the Subject – Managing Across Cultures.

1. The excerpt notes that McDonald’s global success has been driven by the brand’s ability to consider the cultural differences and local needs in different regions. Search the internet for more information about McDonald’s cross-cultural strategies and discuss how they fit into the four cornerstones of diversity. [15]
2. Imagine that you are a training and development supervisor from the U.S. (a low-context culture) who has been assigned by McDonald’s to travel to the different franchisees of the brand and train the staff in the respective franchisees. Your first destination is a Korean McDonald’s unit. By referring to the high and low-context cultural frameworks, explain how you might have to regulate your verbal communication styles and body language in order to fit into the supposedly high-context Korean culture. What are some of the body language tips that you should keep in mind? [20]

Excerpt 2

“Fiat released an ad in Italy in which actor Richard Gere drives a Lanica Delta from Hollywood to Tibet. Gere is hated in China for being an outspoken supporter of the Dalai Lama – there was a huge online uproar on Chinese message boards commenting that they would never buy a Fiat car.”
Source: https://www.kwintessential.co.uk/blog/localisation/cross-cultural-marketing-flops-youwont-forget-in-a-hurry

Read the Excerpt Above and Answer the Following Questions While Referring to The Content Covered in the Subject – Managing Across Cultures.

1. Fiat’s disregard for cultural differences cost their reputation in the lucrative Chinese market. Through the lenses of Fiat, identify and describe some of the specific elements of another culture that they should have considered before launching the controversial ad. [10]
2. Companies such as Fiat always engage in cross-border negotiations to build new strategic alliances or form mergers with other companies. These events require negotiations. Explain how negotiation styles can differ amidst cultures. You can refer to the different cultural dimensions and verbal and non-verbal gestures that vary across cultures. [10]

Excerpt 3

“Racial Profiling – One of the more common stereotype examples is stereotypes surrounding race. For example, saying that all Blacks are good at sports is a stereotype, because it’s grouping the race together to indicate that everyone of that race is a good athlete.”

Source: https://examples.yourdictionary.com/stereotype-examples.html

Read the Excerpt Above and Answer the Following Questions While Referring to The Content Covered in the Subject – Managing Across Cultures.

1. The aforementioned statement is a common racial stereotype that has haunted societies for centuries. Search the internet and pick a particular workplace racial stereotype scandal faced by a popular company. Explain the scandal in your own words, and the impacts it had on the company’s image and revenues. [15]
2. While racial profiling is one type of stereotype, there are stereotypes around other categories such as gender and physical appearance. Identify and explain some of these other types of stereotypes and use examples of businesses that got involved in such stereotypes. What measures can be taken to eliminate such stereotypes? [10]
3. Do you consider yourself to be culturally intelligent? What measures do you take in your professional and personal life to develop the four dimensions of cultural intelligence? [10]
4. What type of organizational culture does your current or former workplace follow? Explain your answer with real-life examples that you have witnessed. [10]

Guidelines:

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