Intercultural Communication

Class: 2HDate: 23 May 2014

Deborah PeltenburgStudent number: 2062727


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Preface

I am Deborah Peltenburg and I am a second year Business Administration student at Avans University
of Applied Sciences in s-Hertogenbosch, the Netherlands. In this assignment, for the course
Intercultural Communication, I am going to analyse three countries according to the 4 dimensions
of Hofstede, the onion-diagram of Hofstede and the triangle by Mole. The three countries are Russia,
Croatia and Nigeria.

When you are going abroad, this not only means focusing on the hard facts of organising real things.
It is also very much about focusing on the soft facts, for instance on how to deal with cultural
differences. Therefore, each company has to ask a question to their own company. What cultural
influences will have an impact on the business, and how do we deal with them?

Culture can be interpreted in different ways. For this paper there is a clear definition. Culture can be
described as ways of living, built up by a group of human beings that are transmitted from one
generation to another. Culture includes conscious and unconscious values, ideas, attitudes and
symbols that shape human behaviour and that are transmitted from one generation to the next.
(Leeman)












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Inhoudsopgave
Preface 2
Assignment I: Cultural differences (individual) The 4 dimensions of Hofstede
Russia 4
Croatia 4
Nigeria 5
The onion-diagram of Hofstede
Russia 5
Croatia 6
Nigeria 6
The triangle by Mole 7
Russia 7
Croatia 7
Nigeria 7
Appendix: Assignment II: Intercultural business 8
Introduction 8
Report of the interview 8
Ethical dilemma 9
Source list 10








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Assignment I: Cultural differences (individual)

The 4 dimensions of Hofstede
Russia

If we investigate the Russian culture through the lens of the 4
dimensions model, we can get a good overview of the deep drivers of
Russian culture relative to other world cultures.
Primarily, we start with the first dimension:
Power distance
Power distance is described as the extent to which the less powerful
members of institutions and organisations within a country expect and
accept that power is distributed unequally. (Leeman) As you can see in
the figure at the right, Russia has a score of 93. So Russia is a nation
where power is very distant in society. This is explained by the fact that the largest country in the
world is extremely centralized. Moscow is an international city where 2/3 of all foreign investments
are located. Also 80% of all financial possibilities are located in Moscow. The big difference between
the less and the more powerful people lead to a great importance of status symbols. (The hofstede
center)
Individualism
To what degree are individuals in a society integrated into groups. (Leeman) Russia has a score of 39,
individualism is far away from this country. For instance, if Russians plan to go out with their friends,
they say We with friends instead of I and my friends. And if they talk about their brothers and
sisters it may well be cousins. Another argument for that low score is the language. (The hofstede
center)
Masculinity
To what extent in a society are men expected to be assertive and women fulfil the role of nurturer.
(Leeman)According to Hofstede, Russia scores 36 at Masculinity, this isnt a surprise for the Russian
people. The low score at masculinity has a direct relation to the high Power Distance The
fundamental issue here is what motivates people? Wanting to be the best or liking what you do? This
issue related to its preference for status symbols. Russian people talk modestly about themselves.
We can conclude that dominant behaviour might be accepted when it comes from the boss, but is
not accepted among colleagues. (The hofstede center)
Uncertainty avoidance
To what extent members of a society are uncomfortable with unclear, ambiguous or unstructured
situations. (Leeman) When Russian people are in this kind of situations, they feel very threatened. A
characteristic in a conversation between Russians is that they appear very formal. At the same time,
they keep distance. (The hofstede center)
Croatia
If we investigate the Croatian culture through the lens of the 4
dimensions model, we can get a good overview of the deep drivers of
Croatian culture relative to other world cultures.
Primarily, we start with the first dimension:
Power distance
Croatia has a high score in this dimension, namely 73. This means that a
hierarchical order accepted and everybody has a place in it. That specific
order needs no further justification. In Croatia, centralization is popular;
inferiors expect that someone tell them what to do. (Croatia, 2014)
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Individualism
The score of 33 is reckoned by a typical characteristic for Croatia. This typical is a collectivistic
society. Paramount in a collectivistic culture is loyalty. (Croatia, 2014)
Masculinity
Croatia has a score of 40 and this shows a feminine society. The focus on this society is on working in
order to live. (Croatia, 2014)
Uncertainty avoidance
Because of the score of 80, the Croatian people had an emotional need for rules. Time is money and
people have an inner urge to be busy and work hard. Precision and punctuality is a very common
norm. For the individual motivation security is an important element. (Croatia, 2014)

Nigeria
If we investigate the Nigerian culture through the lens of the 4 dimensions
model, we can get a good overview of the deep drivers of Nigerian culture
relative to other world cultures.
Primarily, we start with the first dimension:
Power distance
Nigeria has a high score on this dimension, namely 80. This means that
people prefer a hierarchical order in which everybody has a place and
which needs to further justification. (Nigeria)
Individualism
As the same as Croatia, this score is a typical collectivistic society. Also here is loyalty paramount in
this culture. (Nigeria)
Masculinity
This dimension is the opposite of Croatia. In Nigeria people are live in order to work. What is
expected of the Nigerian people; decisive and assertive? (Nigeria)
Uncertainty avoidance
Nigeria has a score of 55 on this dimension according to Hofstede. So the Nigerian people dont really
tend to need for rules. (Nigeria)
The onion-diagram of Hofstede
Russia
Symbols
The State Seal of the Russian Federation is an official state symbol and the states
official National Emblem. It is a rectangular red heraldic shield. The double-
headed eagle stands for the continuity of Russian history. (National symbols of the
Russian federation, 2014)
Heroes
The firebird is a hero for many people who lives in Russia.
Not all characters are easily defined as good or evil. Tsar-
ptitsa is Firebird in Russian. This enchanted bird from a far away land can
bring either good or ill to its captors. Its feathers glow so brightly they
resemble a bonfire and even when removed, they do not lose their magic
glow. (Heroes of Russian)
Rituals
Russia is quite a unique country, which, along with highly developed modern
culture carefully preserves the national traditions deeply rooted. This is not
only reflected in the Orthodox religion but also in paganism. Russian people still celebrate holidays
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and many people believe in numerous omens and legends. For instance: Christmas, Easter, Ivan
Kapula (The God of summer fertility), Maslenitsa and Wedding. (Russian traditions)
Values
Russians are proud of their country.
They take great pride in their cultural heritage and expect the rest of the world to admire it.
(Russian society & culture)

Croatia
Symbols
The flag is the most famous national symbol of Croatia. A flag is
the prevailing national symbol that is legally famous by the comity
of nations. For instance, you cant be a member of the European
Union if you do not have a flag. As you can see, the flag of Croatia
has a striking red-with-blue background with the Croatian Coat of
arms in the middle.
Heroes
Ante Gotovina is a national hero for many Croatian people. A few years ago, Mr Gotovina has been
acquitted of war crimes after an appeal at a United Nations tribunal. Many people wouldnt forget
this moment. (The Telegraph)
Rituals
The most common ritual in Croatia is Christmas Eve and than specific the badnjak. The badnjak is the
burning of the yule log. Decorating the Cristmas tree is an older tradition. For the men, there is also a
specific ritual in Croatia, namely: mens processions during the period between Christmas and New
Year. This procession is called Koleda. (Religion and expressive culture)
Values
The most common value of the Croats is Roman Catholicism. For thirteen centuries, they have
steadfastly maintained their religion. Catholic tradition and values remain among the most important
aspects of Croatian national and cultural identity. (Religion and expressive culture)
Nigeria
Symbols
For the Nigerian people the meaning of the flag is symbolic. The green
stripes means hope, joy and love. On the other hand the white stripes
means peace and honesty. The green stripes also means forests.
Heroes
All people in Nigeria know this man. General Yakubu Jack Dan-
Yumma Gowon. This man joined the Nigerian army. During the political
and military instability of the country, General Yakubu played a great
role, which is unique. Yakubu was the Head of the Federal Military Government of Nigeria. (National
Heroes of Nigeria)
Rituals
In Nigeria, there are rituals to be appointed. According to Muslim and Christian traditions, they have
tended to be male. For most of these religions, priests and priestesses are common. They get their
power and influence from their ability to be possessed by their god or to tell the future or to heal.
(Nigeria)
Values
One of the most significant values that Nigeria holds to be of great importance is the wisdom of its
elders. Age is a symbol of experience and intelligence, and the mistreatment of said elders is viewed
as taboo act. (Social values & ethics)
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The triangle by Mole
The Culture Triangle by Mole has three categories:
- Communication
- Organization
- Leadership
Communication is centred on language. Also it extends into non-verbal communication and
behaviour. Organization and Leadership, the other two categories, relate to values. Individuals are
the focus of the organization. How do they organise their work? How do they measure results? The
last category is leadership. Who has power? What makes a boss a good boss? (Mind Your Manners)
Russia
Communication
Russia was one of the first countries that introduced radio and television. Because Russia is such a
huge country, they leads in the number of TV broadcast stations and repeaters. In the Soviet time
there were few channels, but in de last two decades there are several stations added.
(Communications in Russia)
Organization
After World War II, the structure of Russias civil society was still in flux. After that time, Russia
developed a large and growing network of social organizations. For instance: trade unions, youth
organizations and sports clubs. This was an important aspect of the growth of civil society. (Russia
social organizations )
Leadership
The president of the Russian Federation is de head of state and supreme commander-in-chief. But he
is not the head of the executive branch. The highest organ of executive power in the world is the
government of Russia. Nowadays, Vladimir Putin is de president of Russia.

Croatia
Communication
In Croatia they have a lot of different languages. So naturally they speak Croatian and also English,
Italian, French and Spanish.
Organization
In Croatia they are very structured. In all organizations is reflected that they operate in a very
structured way.
Leadership
Ivo Josipovic is the President of Croatia.

Nigeria
Communication
The official language in Nigeria is English. This was chosen by a cultural and linguistic unity in British.
The major native languages spoken in Nigeria represent three major families of African languages.
One of these languages is Yoruba. (Communications in Nigeria)
Organization
Also in Nigeria they are very structured. In all organizations is reflected that they operate in a very
structured way.
Leadership
Leadership means not only the President of Nigeria, but is also a national newspaper. (Leadership)


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Appendix: Assignment II: Intercultural business
Introduction
Robert Nahon was interviewed by us. He was working for Window to Russia/Venster naar Rusland
This foundation is stopped, but now he is working under the name of De Rusland consultant. He has
a lot of knowledge in Russia and he is going there a few times every year. We had an interview in a
restaurant in s-Hertogenbosch.

Report of the interview
As a consultant for Dutch and Russian businesses he has a good view on their culture. According to
Robert, the biggest difference in culture between the Russians and Dutch is the relationship you have
to have when you are doing business in Russia. You have to go their several times and the Russians
have to come to the Netherlands too, before there is any form of business between the
entrepreneurs. Another thing in that relationship is that if a Russian businessmen not liking you,
there is no deal. He must like you in order to have a deal, even if the deal is really good he will not do
it. For instance he has a network and if he wants to expand it when he was in Yekaterinburg. And the
business men was hesitant in the first place, but after some dinners he went to that guy three times
and the Russian men went to his office in the Netherlands before he wanted to do business with
Robert. That means that you have to have a good relationship with the businessmen and be patient
before you can do any sort of business.
Another difference between the two cultures is the language. The younger people can speak a bit of
English, but it is not very well. This means that you have to have an interpreter. He said that you have
to have your own translator, because he went to a meeting and they had a translator provided by the
Russian company, but that translator was working for the other company. The contracts are always
in two languages: English and Russian, French and Russian or German and Russian. Dutch and
Russian is not very common because the Dutch businessmen will do business in English.
Thirdly, the Russian Federation is an enormous surface. This means that the laws and regulations are
different in every state (oblasts) . The head of the Russian Federation is Putin, but the states are not
always listening to Moscow, because they are so far away and do not know what is happening there.
They just do what they like to do, which is different from our system where we have the same laws
and regulations for the whole country and we all listen to them. The oblasts Murmansk was very anti
Putin and did what they want which would be totally not acceptable here in the Netherlands.
The next difference is the difference in power. The differences are in the cities decreasing and the
working class is getting richer. But he said that if he drives through the streets of Moscow you see
the difference in power. You see the most expensive cars driving next to really old Ladas and other
crappy vehicles. Outside the cities there are still really poor people with nothing.
The last difference he had was after one of our questions on corruption. There is corruption in
Russia, but is not as bad as some people in the Netherlands think. He said that he has encountered
corruption a few times, but after he knew the right people it is not happening anymore. And
corruption is normal in Russia and everyone has to deal with it. This was because he has a network
with people that are already doing business with other Dutch companies and they are approved by
those companies as reliable people.








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Ethical dilemma
Robert Nahon, the man Remco and I interviewed, faces several ethical dilemmas while doing his job.
Not only internally but also externally. These ethical dilemmas could range from an employee who
does not fully fit the organization to problems abroad. We will focus on these external, foreign
dilemmas.

First, we would like to define what an ethical dilemma is. Having an ethical dilemma means that you
need to make the choice between speaking words or act upon things which are concerned with
morality and/or the moral principles of multiple individuals or groups with a deviated vision. One
could say that you should take into consideration the moral principles of others when making a
decision.

During the interview, several external ethical dilemmas have been discusses. For this essay, we
selected the most interesting ones. Mr. Nahon has been helping a company exporting a lot to Russia.
In Russia, he came across a corruption dilemma. What does corruption actually mean? The easiest
definition of corruption is: the abuse of public power (by a politician or government official) for
personal gain. Corruption is everywhere. Some people believe that corruption is a notion which is
typical for poor countries and poor people. Corruption has to do with power and the use of power.
Everyone who has power knows that power has value. If someone has enough value (eg.
Multinationals), they can change the rules of the game.

The company that Mr. Nahon was helping, has invested a lot of money in a Russian company. This is
a multinational. The two organizations have been working together for a long time and never got
into any troubles. Until half a year ago, the entrepreneur received an order from this company which
concerned a vast amount of money. He followed his commitments and delivered his goods. The
Russian company did not do this and therefore the organization did not want to pay. Since its a
multinational, the company has a lot of power.
What are we supposed to do right now? What is the best option? We could choose to break all
contact and never export to this company anymore because we have wasted a lot of time and energy
already. Would you then like to continue with this organization?
The business men did not consider this to be an option because he had invested a lot of money. Also,
they had been working together nicely with the company for a long time.
The other option is to continue doing business with this company. Since there are corrupt companies
in this country, there will have to be paid several papers before any trade can be done. Mr. Nahon
believes this was the best option because it is a big client of the company he was helping. Remco and
I believe this is the best option too. To just stop working with a company you have been working with
for a long time, will be difficult for both parties.














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Source list
Communications in Nigeria. (sd). Opgeroepen op May 22, 2014, van
http://www.kwintessential.co.uk/resources/global-etiquette/nigeria.html
Communications in Russia. (sd). Opgeroepen op May 22, 2014, van
http://www.princeton.edu/~achaney/tmve/wiki100k/docs/Communications_in_Russi
a.html
Heroes of Russian. (sd). Opgeroepen op May 16, 2014, van
http://www.inyourpocket.com/russia/Heroes-of-Russian-Folklore:-meet-these-
homegrown-favourite-lads_70287f
Leadership. (sd). Opgeroepen op May 22, 2014, van
http://en.wikipedia.org/wiki/Leadership_(Nigeria)
In J. Leeman, Export Planning (p. 185). Pearson.
Mind Your Manners. (sd). Opgeroepen op May 22, 2014, van
https://bb.avans.nl/bbcswebdav/pid-5100716-dt-content-rid-
9552905_2/courses/AHB-1314D-VTBDKH4BAE/MindYourManners.pdf
National Heroes of Nigeria. (sd). Opgeroepen op May 17, 2014, van
http://www.123independenceday.com/nigeria/national-heroes.html
National symbols of the Russian federation. (2014, May 16). Opgehaald van
http://www.rusemb.org.uk/russiasymbolik/
Nigeria. (sd). Opgeroepen op May 17, 2014, van http://www.everyculture.com/Ma-
Ni/Nigeria.html#b
Religion and expressive culture. (sd). Opgeroepen op May 17, 2014, van
http://www.everyculture.com/Europe/Croats-Religion-and-Expressive-
Culture.html#ixzz31xQcOO2G
Russia social organizations . (sd). Opgeroepen op May 22, 2014, van
http://www.photius.com/countries/russia/society/russia_society_social_organizations.
html
Russian society & culture. (sd). Opgeroepen op May 16, 2014, van
http://www.kwintessential.co.uk/resources/global-etiquette/russia-country-
profile.html
Russian traditions. (sd). Opgeroepen op May 16, 2014, van
http://www.advantour.com/russia/traditions.htm
Social values & ethics. (sd). Opgeroepen op May 17, 2014, van
http://www.ehow.com/about_6462948_nigerian-culture-values.html
The hofstede center. (sd). Opgeroepen op May 15, 2014, van http://geert-
hofstede.com/russia.html
The hofstede center. (sd). Opgeroepen op May 17, 2014, van http://geert-
hofstede.com/nigeria.html
The hofstede Center. (2014, May 15). Opgehaald van http://geert-
hofstede.com/croatia.html
The Telegraph. (sd). Opgeroepen op May 16, 2014, van
http://www.telegraph.co.uk/news/worldnews/europe/croatia/9682855/Croatian-
hero-Ante-Gotovina-acquitted-of-war-crimes.html