Apps with Culture

Cross cultural awareness is a big topic now within international organisations, as employees seek to better understand their overseas clients and colleagues in order to improve communications, operating efficiencies and customer service. But it's a minefield and a thorough study would take too long for most people.

In the initial stages, it's only at time of need that someone needs to know how best to interact with overseas contacts.  The deeper understanding can come later and draw on experience as well as the theory.

Many websites offer tools that enable you to compare your culture to that of another country in an attempt to give you some initial pointers.  So it's natural that some of these have migrated to the mobile world.

I've recently downloaded two iPhone apps.

CultureGPS is available in two versions.  Based on the work of Hofstede, the free basic version just allows you see the cultural profile of those countries analysed according to his five dimensional model, focusing on:

1. Power Distance
2. Individualism
3. Masculinity
4. Uncertainty Avoidance
5. Long-term Orientation

The extent to which each country scores against each dimension is illustrated by a bar chart, alongside which you can remind yourself as to the definitions and characteristics of each.

The Pro version (currently a pricey £17.49) allows you to assess  your own cultural profile by responding to a 25 question survey and then to compare this to the analysed countries.  You can also compare countries with each other.  Practically, you can also review hints and tips on dealing with colleagues or clients from those countries.

Given the popularity of the Hofstede model, these apps - particularly the Pro version - will be great tools for those who have a greater interest in this topic.

The other app - this one is also free - is Cultural Advisor and is a result of a collaboration between Cisco and Aperian Global.

You start off by completing an 18 question survey that produces your own personal cultural profile.  This is an abridged version of the GlobeSmart Assessment Profile.  

Unlike Hofstede's five dimensions, your profile is plotted along three continuum:

1. Egalitarianism > Status
2. Direct > Indirect
3. Task > Relationship

When you click on your own position on each scale, you see - and hear - an overview of each type.

You then have two choices - to compare yourself to another country's profile or to another individual.  In the case of another individual, you need to first register yourself on the developer's website, presumingly to be able to then enter the details of someone else who will have done the same. I didn't actually try this out.

Clicking on the second culture's position on each of the three scales brings up some hints and tips on dealing with that culture.

This model is probably better for those looking for a more practical and simple approach to cross cultural awareness.  It is certainly easier to pick up the core themes with this app.

Comments

[J. K. K.]

Hi Tim,

I'm currently doing a Master of Management (Marketing) at the University of Melbourne in Australia. Having just completed an Organizational Behavior subject, the 5 dimension model and the importance of cross-cultural appreciation is familiar to me.

What I'm impressed with is that someone took to time to create an app that would usefully integrate these concepts for practical use!