1. Cross Culture Communications Case study : Korean Airlines
IAV442 CRM
Cross Culture Communications Case study : Korean Airlines
Cross Culture Communications Case study : Korean Airlines
Cross Culture Communications Case study : Korean Airlines
Lecture by Shamus O'Carrigan©

2. Learning Objectives Analyze differences in the way people think.
Practical skills in cultural competency.
To anticipate , prevent or manage cross- cultural conflict.
Introduction to Hofestede theory.
Case study of impact of cross-Cultural Communication thery in Aviation
Introduction to CRM ( Crew resource Management)

3. Cross Cultural Communications
“Cross Cultural differences can cause serious issues if not addressed correctly. Cultural insensitivity can lead to problems or even disasters”

4. 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

5. 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? 5

6. The Cultural factors Korean Airlines Crash with Hofestede applications
High / Low uncertainty
High / Low Power Distance
Conclusion
CRM
Cross Culture CRM 6

7. 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

8. 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

9. 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) 9

10. 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

11. 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

12. 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. 12

13. 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. 13

14. 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 14

15. 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. 15

16. 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. 16

17. 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
The correct answer is “B” – encoding. See next slide.

18. Follow On
A new cross cultural tool has been released allowing you to consult the Geert Hofstede 5- dimensional 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.

19. Language Focus 'Revise and define the following.'
deferential: not disagree and to follow elderly or senior people
- hierarchical
- obliged
- legacy
- insensitivity
- dead heading 19

20. 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. 20

21. Assignment 2: The Terminal
Is there communication between Viktor and Frank?
Why or why not?
The Terminal
Viktor Navorski (Tom Hanks) has come to America to fulfill a wish of his father. While en route from Krakozhia, there is a coup in his country, leaving Viktor with no official diplomatic status. Viktor lives out his days in the airport terminal waiting for his situation to improve.
In this scene, Frank Dixon (Stanley Tucci), the director of customs, is explaining the circumstances of the situation to Viktor.
Is there communication between Viktor and Frank? Why or why not?
What are some barriers to communication?
How well was Frank using active listening?