Using relevant and appropriate frameworks developed during the module, you are required to compare and contrast the cultures of two countries of your choice

Assignment Brief

Essay

Task: You are required to choose organisation(s) that have expanded into these countries and analysed the issues they faced and how they responded to the cultural context.

Weighting:100 %

Marking Criteria

Introduction 5%

Introduce the topic and discussion of the general importance of culture.

Learning outcome: 1,2

Use of the theoretical frameworks 35%

Use of theoretical frameworks to analyse your chosen countries.

Learning outcome: 1,2,3

Organisation approach 25%

Level of analysis in relation to how the organisation(s) adapted to cultural differences through the appropriate frameworks and the outcomes of the strategies employed.

Learning outcome: 1,2,4

Recommendations 20%

What are the implications of the analysis for your chosen organisation(s) and what can organisations learn generally from this analysis

Learning outcome: 1,2,4

Conclusions 5%

What are the main implications from your work relating to the implications in terms of the impact of culture?

Learning outcome: 1,2

Presentation 10%

Good graphics, good structure including a contents page and page numbers, good use of written expression / language, use of Harvard Reference Style

Learning outcome: 3

TOTAL MARKS: 100

Sample Answer

A Comparative Analysis of National Cultures and Organisational Adaptation: A Case Study of the United States and Japan

Contents

1. Introduction

2. Cultural Comparison Using Theoretical Frameworks

3. Organisational Approach: McDonald’s in the US and Japan

4. Recommendations

5. Conclusions

6. References

Introduction

Culture plays a vital role in how societies and organisations function. When businesses expand internationally, understanding cultural differences becomes essential for success. Culture affects communication, management style, marketing, and employee behaviour. This essay compares the national cultures of the United States and Japan using Hofstede’s cultural dimensions and Trompenaars’ model. It also explores how McDonald’s, a global fast-food chain, adapted its business strategies when operating in these two culturally different countries.

Use of Theoretical Frameworks

To understand the cultural differences between the United States and Japan, we apply Hofstede’s six dimensions and Trompenaars’ seven dimensions of culture.

Hofstede’s Dimensions

• Individualism vs Collectivism: The US scores high on individualism, meaning people prioritise personal goals. Japan leans more towards collectivism, where harmony and group interests matter more.

• Power Distance: The US has a relatively low power distance, encouraging equality. Japan has a higher power distance, with respect for hierarchy.

• Uncertainty Avoidance: Japan scores very high here, meaning they prefer structured situations. Americans are more comfortable with uncertainty.

• Masculinity vs Femininity: Both countries are masculine, but Japan scores higher, indicating a stronger focus on achievement and competition.

• Long-Term Orientation: Japan has a long-term focus, planning for the future. The US is more short-term focused.

• Indulgence vs Restraint: The US is indulgent, encouraging enjoyment of life. Japan is more restrained, emphasising self-control.

Trompenaars’ Model

• Universalism vs Particularism: The US leans towards universalism (applying rules equally), while Japan can be more particularistic, adjusting rules for relationships.

• Individualism vs Communitarianism: Again, the US is individualist, while Japan is more communitarian.

• Neutral vs Emotional: Americans are more expressive, whereas Japanese tend to control emotions in business.

• Specific vs Diffuse: Americans keep work and personal life separate (specific), while the Japanese tend to mix the two (diffuse).

• Achievement vs Ascription: The US focuses on achievement (what you do), while Japan values age and status (ascription).

Organisation Approach

Case Study: McDonald’s in the US and Japan

McDonald’s operates successfully in both the US and Japan, but it had to adapt its approach based on local cultural expectations.

• In the US: McDonald’s reflects American values, fast service, freedom to customise, and a casual atmosphere. Marketing focuses on convenience and value.

• In Japan: McDonald’s had to adapt to local tastes (e.g., Teriyaki Burger, Ebi Filet-O). It also had to create a cleaner, quieter dining atmosphere to suit Japanese preferences. The staff is trained in politeness, respecting Japanese norms of formality and customer service.

Adaptation Examples

• Communication: In Japan, indirect communication is preferred, so advertising is subtler than in the US.

• Menu: McDonald’s Japan introduced region-specific seasonal items.

• Store Design: US outlets are designed for quick service and drive-thrus, while in Japan, they focus more on dine-in comfort and cleanliness.

These adaptations demonstrate how McDonald’s recognised cultural differences and strategically responded to them, resulting in strong brand presence in both countries.

Continued...