Transcript File

IAV442 CRM
Cross Culture Communications
Case study : Korean Airlines
Lecture by Shamus O'Carrigan©
Learning Objectives
• Analyze differences in the way people think.
• Practical skills in cultural competency.
• To anticipate , prevent or manage crosscultural conflict.
• Introduction to Hofestede theory.
• Case study of impact of cross-Cultural
Communication thery in Aviation
• Introduction to CRM ( Crew resource
Management)
16-2
Cross Cultural Communications
“Cross Cultural differences can cause serious
issues if not addressed correctly. Cultural
insensitivity can lead to problems or even
disasters”
16-3
Case Study : Korean Airlines
• Why do airlines crash?
– Airline must have had old aircraft
– Airline must have poorly trained flight crew.
– Airline must have unskilled pilots.
– Weather or mechanical factors
Case of Korean Airlines was different
16-4
Case Study : Korean Airlines
• Situation
– Korean Air flight 801 crashed on August 6,
1997
– Departed from Seoul International Airport to
Guam.
– 2 Pilots, 1 flight engineer, 14 Flight attendants
and 237 passengers total 254 people
What happened?
16-5
The Cultural factors
• Korean Airlines Crash with Hofestede
applications
– High / Low uncertainty
– High / Low Power Distance
– Conclusion
– CRM
– Cross Culture CRM
16-6
What is Hofstede's theory?
Geert Hofstede a Dutch management researcher
Gathered data from 100,000 IBM employees
Wanted to determine values on which cultures
vary.
Surveyed workers from 50 countries and 3
regions
Concluded that there are five dimensions used
to differentiate and rate cultures
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Individualist - Collectivist


How people define themselves and their
relationship to others.
Individualist Believe individual is most important
Stress independence over dependence.

Reward individual achievement.

Value uniqueness of individual

Collectivist Views, needs, and goals of group
most important Obligation to the group is the norm
Self is defined in relation to others Focus on
cooperation, not competition
16-8
High / Low uncertainty
- High Uncertainty Avoidance: People within a high
uncertainty culture are made nervous by situations which
they perceive as unstructured, unclear, or unpredictable.
“High Uncertainty avoidance is associated with strict
codes of behavior and the belief in absolute truths”.
- Low Uncertainty Avoidance: Accept ambiguity and lack of
structure. People are more inclined to take risks and
“think outside the box”Rules are rejected or ignored
(Thailand)
16-9
Masculinity - Femininity







Relationship between gender and sex
appropriate behavior
Masculinity Distinct roles
Men are assertive, ambitious, and
competitive
Women are supportive, nurturing, and
deferent
Femininity Fewer rigid gender roles
Men and women are more equal
Interpersonal relationships
16-10
Long-term / Short-term


Based in Confucianism Long-term
Orientation Savings Do anything to achieve a
goal“Eye on the prize”
Short-term Orientation Immediate
gratification“Make money, spend money”Less
willing to sacrifice
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Korean Airlines Crash with Hofestede
applications
• High / Low Power Distance



High Power Distance extends to how people view
inequality as normal. There is Centralization of power
Korean culture is hierarchical.
Low Power Distance societies have minimal power
differences. Power can be achieved through work.
Notions of superiority are not rigid or generational.
16-12
Korean Airlines Crash with Hofestede
applications
Conclusion
• Poor cross cultural communication was a key factor in
the crash of flight 801



Aircraft designed and engineered for low power
distance societies and high uncertainty avoidance
cultures.
Korean crew affected by a cultural bias in which first
officers and flight engineers not question judgments of
the captain.
These cultural differences were not fully understood or
communicated at the time.
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CREW RESOURCE MANAGEMENT
- CRM training encompasses a wide range of knowledge,
skills and attitudes including communications, situational
awareness, problem solving, decision making, and
teamwork
- CRM is concerned not so much with the technical
knowledge and skills required to operate equipment but
rather with the cognitive and interpersonal skills needed
to manage resources
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CRM
• CRM
- CRM training is requirement for commercial pilots working
under most regulatory bodies worldwide, including the
FAA (U.S.) and JAA (Europe). Following the lead of the
commercial airline industry, the U.S. Department of
Defense began formally training its air crews in CRM in
the early 1990s. Presently, the U.S. Air Force and U.S.
Navy require all air crew members to receive annual
CRM training, in an effort to reduce to human-error
caused mishaps.
16-15
CRM for cross cultural communication
-
CRM culture is the freedom to respectfully question authority
Objective of CRM is situational awareness, self awareness,
leadership, assertiveness, decision making, flexibility, adaptability,
event and mission analysis, and communication.
Recognition of what is happening and what should be happening
- Difficult in high power distance societies
- Communication techniques must be taught to supervisors and
subordinates, so supervisors understand questioning of authority not
threatening, and subordinates understand correct way to question.
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5 Step Assertive Statement Process
TECHNIQUE:
1. Opening or attention getter
2. State your concern
3. State the problem as you see it
4. State a solution
5. Obtain agreement
16-17
Follow On

A new cross cultural tool has been released
allowing you to consult the Geert Hofstede 5dimensional cultural model on the I phone.
Application looks at differences in intercultural
encounters and predicts how interactions will
go when people from different nationalities
work together.
16-18
Language Focus
'Revise and define the following.'
deferential: not disagree and to follow elderly
or senior people
- hierarchical
- obliged
- legacy
- insensitivity
- dead heading
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Assignment 1
Identify a situation in which cross cultural
communication needs to be factored in.
Apply Hofestedes theory to the situation
and how it can be understood based on
those factors.
16-20
Assignment 2: The Terminal
Is there communication
between Viktor and
Frank?
Why or why not?
16-21