A thriving corporate culture allows for frequent and effective communication at all levels (Northwest Education, n.d.; Yeshiva University, n.d.). Compare that with one suffering from constant miscommunications, and you will quickly see that failures and frustration increase over time (Berkeley Executive Education, n.d.). As businesses grow and technology makes it easier to work with companies around the globe, the need for organizations to learn cross-cultural communication has grown with it (Technorely, n.d.; Tuleja, 2021). By embracing agility and adaptability, cross-cultural communication in the workplace allows businesses to work with people from various backgrounds and cultures. As a result, overall communication improves, bonds between coworkers grow, and the company’s performance reaches greater heights (Hofstede et al., 2010; Yeshiva University, n.d.).
What is Cross-Cultural Communication?
Cross-cultural communication involves understanding the similarities and differences of people from different cultural backgrounds and groups to communicate information better and engage with them (Tuleja, 2021). This type of verbal and nonverbal communication is essential as businesses focus on increasing workplace diversity (Northwest Education, n.d.; Berkeley Executive Education, n.d.). Cross-cultural communication is not just for people in management positions. Every individual within an organization should learn the basic skills needed to improve their communication skills, mainly when working with those who might not share the same points of view or backgrounds (Technorely, n.d.).
Understanding Culture
To improve cross-cultural understanding in the workplace, leaders must first know what “culture” is (Hofstede et al., 2010). Culture does not only mean where someone comes from. After all, two people from the same country might identify with very different cultures. Instead, think of culture as the values, beliefs, behaviors, and attitudes an individual learns from those within their cultural group (Tuleja, 2021; Yeshiva University, n.d.). Culture can affect a host of different things, from decision-making processes to how best to resolve conflict (Berkeley Executive Education, n.d.; Technorely, n.d.). A person’s culture may also be influenced by geography, religion, race, or ethnicity (Hofstede et al., 2010; Northwest Education, n.d.).
References
Berkeley Executive Education. (n.d.). Cross-cultural communication: Why it matters and how to strengthen your skills. https://executive.berkeley.edu/thought-leadership/blog/cross-cultural-communication#:~:text=Effective%20cross-cultural%20communication%20fosters%20an%20environment%20where%20every,collaborate%20efficiently%20and%20harmoniously%20toward%20their%20common%20goals
Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind (3rd ed.). McGraw-Hill.
Northwest Education. (n.d.). Cross-cultural communication: The key to an inclusive workplace. https://northwest.education/insights/behavioral-sciences/cross-cultural-communication-the-key-to-an-inclusive-workplace/
Technorely. (n.d.). Cross-cultural communication: Overcoming challenges in global business. https://technorely.com/insights/cross-cultural-communication-overcoming-challenges-in-global-business
Tuleja, E. A. (2021). Intercultural communication for global business (2nd ed.). Routledge.
Yeshiva University. (n.d.). Mastering cross-cultural communication for global business success. https://online.yhttps://online.yu.edu/syms/blog/global-business-and-cross-cultural-communicationu.edu
Case Study – Appropriating the Samoan Culture: Another Nike Cultural Faux Pas
Attached Files:
• Nike_Tech_Tights_Case_Study_Rubric.pdf (132.689 KB)
• Nike_Tattoo_Tech_Tights_Case_Study_Outline.pdf (101.034 KB)
There are seven case questions located in the text.
1. The launch of the Nike Tattoo Tech Tights offended people from various geographic regions. Explain why they experienced similar reactions.
2. Explain this situation from an ethnocentric point of view
3. Why do these instances (e.g., Adidas example of the shackles) keep happening? Through the lens of culture (attitudinal) what is happening below the waterline?
4. What might be some of your attitudes resting below the water line?
5. Was it enough to acknowledge that the tights were “inspired by tattoo graphics,” or should the company have communicated the use of the design more directly? What would Nike have accomplished by directly communicating their use of the design?
6. How can Nike improve their product-vetting process to reveal the potential for errors caused by cultural insensitivity? (List changes in how they perceive both cultures and internal process.)
7. Should a company the size of Nike be concerned with being culturally sensitive even if the negative implications don’t affect their bottom line? Why/why not?
Paper Format – Your paper should follow the outline below and include at least 7 references.
Title Page:
• Title of Your Case Analysis
• Your Name
• Course Name and Number
• Instructor’s Name
• Date
Introduction
Begin your paper with an introduction that provides a brief overview of the case study. Mention the launch of the Nike Tattoo Tech Tights and the controversy it generated, highlighting the cultural sensitivity issues at the core of the case. End the introduction with a thesis statement that outlines the main points you will cover in your analysis.
Case Analysis Questions
Use APA headings to structure your responses to each of the seven questions:
1. Reactions to the Nike Tattoo Tech Tights
Describe why people from various regions reacted similarly to the launch of the Nike Tattoo Tech Tights. Discuss the cultural significance of the tattoos and how their appropriation led to offense across different communities. Support your points with examples and scholarly sources that highlight cultural appropriation concerns.
2. Ethnocentric Perspective on the Situation
Explain the controversy from an ethnocentric point of view. Define ethnocentrism and analyze how it might have influenced Nike’s design choices, potentially disregarding the cultural meaning of the tattoos. Use course readings or external sources that address ethnocentric attitudes in business decisions.
3. Reoccurring Cultural Missteps in Branding
Explore why cultural insensitivity issues, such as this case with Nike or the Adidas example with shackles, continue to occur. Discuss the role of underlying cultural attitudes and assumptions (attitudinal aspects) that may not be visible at first glance (“below the waterline”). Cite examples from cultural studies to explain these dynamics.
4. Personal Attitudes and Biases
Reflect on what attitudes you might have that rest “below the waterline.” Consider biases or assumptions you hold that could influence your perception of cultural sensitivity. Use insights from readings or scholarly articles to provide a deeper self-analysis.
5. Communicating Design Inspiration
Discuss whether it was sufficient for Nike to state that the tights were “inspired by tattoo graphics,” or if they should have been more transparent about the design’s cultural origins. Analyze the potential outcomes if Nike had communicated more directly, using sources on cultural sensitivity and consumer reactions.
6. Improving Nike’s Product-Vetting Process
Recommend how Nike can enhance its product-vetting process to prevent cultural insensitivity in future designs. Provide a list of specific changes, including how Nike perceives different cultures and improvements in its internal processes. Support your recommendations with case studies or best practices in global branding and cultural awareness.
7. The Importance of Cultural Sensitivity for Large Companies
Evaluate whether a company the size of Nike should prioritize cultural sensitivity, even if it does not immediately affect their bottom line. Discuss the long-term benefits and potential risks of neglecting cultural sensitivity, using scholarly sources that address corporate responsibility and brand reputation.
Conclusion
Summarize the key points discussed in the analysis, reiterating the importance of cultural understanding in global business practices. Highlight how this case study serves as a reminder for companies to engage more deeply with the cultural implications of their products.
References
Include a reference list in APA format. Ensure all 7 sources you cited in the body of your paper are included, following APA guidelines for citations.