Elizabeth Visits Gpc's French Subsidiary

Elizabeth Visits GPC's French Subsidiary

Chapter 4 - Case Questions

June 9, 2011

1. First and foremost, Elizabeth Moreno will need to research the French culture a little more. It is important for Elizabeth to not do anything that may disrespect or belittle any of the management staff as her kinesic behavior can put her in this position. As per this case, French managers are suspicious of most technical communication and would rather "face-to-face meetings and on-site consultations". Chances are they will be paying close attention to Elizabeth's non-verbal language during her visit with them. For example, something as simple as posture can be misinterpreted. To Europeans, "a relaxed posture in business meetings may be taken as bad manners or the result in poor upbringing" (Deresky, pg 133). Americans such as Elizabeth wouldn't think twice of a relaxed posture in a business meeting.

It would also be wise of Elizabeth to obtain an English/French translator. Even though the universal language in her highly technical field is English, using the right words at the right time in the right manner is essential to making this assignment a success. In Exhibit 4-2 (Deresky, pg128), we see a classic example of how words can be perceived differently even though the same language is being spoken. The American boss is looking for his Greek employee to be accountable for his role within the company and make sound decisions based on American culture whereas the Greek employee is looking for orders to be given from his American boss based on Greek culture. Also note in this case that the French manager is suspicious of technical communication and would rather have face to face interactions.

If Elizabeth maintains cultural sensitivity and is flexible in her communication style, she can gain the trust and respect of the French managers. Once trust and respect are established, the managers will pride themselves on the opportunity to shine and "show one's ability to grasp complex issues, analyze problems, manipulate ideas and evaluate solutions"; thus assisting with the accomplishment of Elizabeth's assignment.

2. It is important for Elizabeth understand the difference between high-context and low-context cultures in Europe because this can avoid mishaps in communication. In Exhibit 4-4, we can see that France leans more towards the low-context culture. In order for Elizabeth to give the right perception, she will need to be "explicit" by expressing her thoughts with words and give information readily as opposed to holding it back. This knowledge can help her become successful in her endeavors there by communicating to the French employees/managers in a familiar and more comfortable approach. While this approach should be an easy