Cultural Knowledge

The interviewees were asked if cultural knowledge is an important aspect to function and interact effectively in the host country. All of the interviewees who fall under the category of moderate CQ, agreed with the significance of cultural knowledge. Furthermore, the interviewees were also asked if cultural knowledge is important even though people work in the same industry. All of the interviewees emphasized that even though people work for the same industry, both in the home and host country, cultural knowledge is essential in the host country. Cultural knowledge is considered to be necessary, as culture has been dominating the way how people live, behave, interact etc. People’s lives are both directly and indirectly influenced by the culture. Having sound knowledge on the

host country’s culture gives added value for the home country’s business leaders.

Therefore, the interviewees were asked, according to them what would constitute cultural knowledge about the host. The interviewees shared several factors which are discussed as follows.

Knowledge about culture and behavior

The knowledge about the culture and behavior has been mentioned by seven of the interviewees. For instance, one interviewee said that practical knowledge about the host culture is more important than lectures and seminars as follows;

More practical knowledge about culture, not just lectures and seminars. (Inter-02)

The ways to use the technology or the artifacts can be taught to a person whereas, behaving and interacting with people from other cultures without offending them can be done only with proper cultural knowledge about that particular culture.

The aspects such as facts and technology can be bought. But the norms to behave and interact with people effectively and exhibit the correct manners are important things for business leaders. The norms of behaviors, differ from culture to culture and it can differ within the country. The host country is big country with a huge population and cultures are as diverse as possible. It was also pointed out, that one should learn about the cultural things about host country which are not taught in business schools.

History and religion has been pointed as the important things in cultural knowledge as it enables a person to build trust and relationships in the host culture. Rather than having surface level knowledge, it is important to have in-depth knowledge about the history of host country as history impacts on life and behavior. The importance of history, was shared as below:

You should know about thehistory and you should know the religion as well in order to understand. And you should know the history of the country itself in

order to be able to really at least try to understand. (Inter-10)

The awareness of cultural norms in the host culture are also an essential part of cultural knowledge. The cultural norms of a culture explain how people behave in that culture, what are the norms of society, the communication pattern in the society etc., are all part of the cultural knowledge. Without knowing the cultural norms, there are high risks for people being misunderstood in several ways. The language difference in communication also came up during the analysis of the data. Language enables people to communicate effectively. In the realm of

interaction with people from different culture requires a common or shared language. Language is also important for negotiation and organizing meetings in the host environment. Therefore, the following was pointed out by this interviewee;

You need the shared language that you understand the thing what you're talking about culturally practices and info-technology. Once you have that shared languages, you have a shared view of existing world, and that's the base

of that you can do anything. (Inter-13)

The meaning of silence, quietness in the host culture is also the part of the cultural knowledge in the host culture and this was explained as follows;

In Finland, we like quietness. We're really much opposite. And it's this kind of cultural things(Inter-16)

One should be aware and knowledgeable of his own culture, if not, it is hard to evaluate and understand the other culture. It is important to find out the reasons behind the behavior of people in one culture and also to understand the reason behind the behavior of people in other cultures. The world is what we see it and our thinking pattern is based on what we see in reality. Therefore, people perceive things based on what they see but it is important to understand the truth behind what is being seen and why things appear as we see them. The perception of thinking based on seeing, was explained by the interviewee as follows;

So first having a personal understanding that this situation is not what I see it to be, and then having the capability of evaluating what cultural background

affects my behavior. And then if I kind of okay, why do I do this, why do I do that helps me understand, okay, there may be a different reason why I do this

and that. (Inter-18)

Reading Gandhi’s biography, and the picking of sports news from host country was also mentioned by same interview as part of cultural knowledge. It is interesting to note down that Gandhi’s biography made people understand the value behind the host culture during the olden days, which may also be visible in the present times.

I like biographies. So I decided to read Gandhi's biography. That was rather revealing. (Inter-18)

From the interview data it is also revealed that even the small details in life in the host culture also were of the cultural knowledge. For example, one interview pointed out that arranged marriages in host country are still common across the

social class and this is an important thing to be aware of. Likewise, it was also said that diversity in terms of languages, states etc., was also pointed out as cultural knowledge. The knowledge about exhibiting appropriate gestures in the host environment was also mentioned. Gestures are the visible part of communication and are very sensitive in every culture. Therefore, gestures should also be the part of the cultural knowledge and one should know what meaning the gestures carry in the host environment according to the interviewees. Furthermore, administration and bureaucracy, knowledge about do’s and don’ts have been highlighted by many of the interviewees. Additionally, the role of women in the society of the host country, is also considered as cultural knowledge by the interviewees.

Knowledge about religion

The cultural knowledge about the host country religions was emphasized by four interviewees. People relate with others, especially foreigners in terms of religions as it is one of the way to establish trust and was said by a female interviewee as;

I know this that the religion is very important in India and I have worked together with Christian people there. And I know this that it is important that

they know that we are from same religion. (Inter-02)

Religion is a strong pillar of the host society, by studying religion one can get an overview about the various aspects of the host country way of living and behavior.

The host country consists of several religions and reflects every aspects of people’s life in the host county. The data also revealed that religion has also been a big influence in business and work environment. By understanding history and religion one can gain the ability to have informal discussion with the host country people. The following was said about the importance of having knowledge about religion as follows;

For me it includes that we understand that for example, the religions there and what is important for a local Hindu or a local Muslim or a local Christian.

(Inter-21)

Religion in the host country underpins life of the host country people, as it dictates every form of people’s life both directly and indirectly. Even though the host country is dominated by the major religion Hinduism, it also consists of people from other religions such as Christianity, Islam, Sikhism, Jainism etc.

Therefore, it is crucial to know the diversity of the religion in the host country and their influence in host people’s life.

Knowledge about decision making

The decision making pattern was also highlighted as cultural knowledge by three interviewees. The decision making pattern is done differently in different countries as it is influenced by the hierarchy, power distance and various other aspects of the culture. It was said that cultural knowledge constitutes the decision making pattern in the host country as follows;

Cultural knowledge, if you're talking business, it is the way decisions are made more orless, decision-making hierarchy. (Inter-10)

The limits of making decisions by the person in the host country, may not be easy to know as he or she may be doing the decision completely different from one’s own culture. For example, in some cultures the power to make decision lies with middle level managers, whereas in some other cultures, decision making is done only by the senior most person in the organization. In order to explain the hierarchy in decision making, the following was said;

You have to understand that there are certain people with power in the companies and they have a huge power and can decide everything. And you have to approach that --how to find the people who are deciding. (Inter-20) Cultural knowledge about the diversity in the host country

The diversity in the host country was highlighted as cultural knowledge, by a couple of interviewees. For instance, the manner of doing business in different regions is also emphasized in the data.

There is no such thing as only one India, thereare 200 little India’s. So if you know how to do business in New Delhi, you cannot copy paste that knowledge to Bangalore or Chennai or something like --I mean all the regions are different

in a way. (Inter-04)

Moreover, all of the interviewees insistedthat the differences between difference regions in host country are very important cultural knowledge.

Cultural knowledge from media

The cultural knowledge gained through the media, has also been emphasized by two interviewees. For example, through newspapers one can get to know about current affairs, dramatic happenings, political situations and elections in the country. The following is the words revealed one interviewee viewpoint on cultural knowledge gained through media.

In India for example, read the newspapers that they are bringing to your hotel room, for example, and what's the local news for example. (Inter-04) Knowledge about political system

The knowledge about the political system is one of the important aspects of knowledge and is significant for foreign companies. It is obvious that home country people are familiar with their own political system but may not be aware of the host country political system. Therefore, the political system of the host country was described as cultural knowledge, as follows;

Interesting thing that never thought about when you are living in Finland is that India is the biggest democracy in the world with 97 parties whatever Yeah,

it could be. And the parliament election takes one month or whatever. (Inter-01)

Role of education

The role of education in the host country society, was also found in the data considered to be cultural knowledge. Education is an important aspect of people’s life in any society, as education shapes how they behave, talk, exhibit emotions, read and write etc. Therefore, understanding the role of education in the host country, will enable one to understand society better. The more people are educated, it is easier to make them understand certain commonalities in business, so that less time is spent on making the host customer and people understand the basic things about the business. One of the important things that emerged from the data was about the story telling pattern and role of animals in the host society and was considered as important part of cultural knowledge. The interviewee explained it as follows;

For example let's take education for example, I mean education -- take knowledge. So how actually children in India learn? They learn by, for example, their parents or many times their grandparents tell stories to -- these

educative stories that you cannot do this, otherwise the fox will come and eat you. (Inter-04)

The same interviewee also pointed out the role of movies in the host culture as an important aspect of cultural knowledge. Movies play a very crucial role in the lives of host country people. The host country is the highest producer of movies in the world. The host country produces greater number of movies than Hollywood. The most common name of host country film industry is Bollywood.

The Bollywood movies portrays the culture, of for example: dance, songs, relationship, village, love and marriage etc. Also cultural aspects are reflected in

the movie reaffirming what is good and evil. Therefore, through movies one can understand the host culture in-depth and this can be useful in business.

Cultural knowledge is considered to be important as it reduce the risks of trouble, misunderstanding and unnecessary tensions that arise during the cross-cultural interaction. In a way, by being knowledgeable about the host culture, this enables people to understand how things work in a host environment. Furthermore, cultural knowledge also helps to raise questions with the host people in a culturally appropriate manner. The lack of cultural knowledge may lead to meeting the wrong people and do the wrong thing which may not be acceptable in the host Indian environment.