Understanding each other: Intercultural cooperation—an interview by Webasto WORLD with Gerhard Hain

Understanding each other: Intercultural cooperation—an interview by Webasto WORLD with Gerhard Hain

Webasto is a global innovative partner to almost all automotive manufacturers and is one of the 100 largest suppliers of the industry in the world. This internationality is also reflected in its employees: people of various cultures work together successfully. For the past eleven years, ti communication has been conducting intercultural training courses at Webasto to strengthen daily collaboration and support intercultural communication.

ti communication managing director Gerhard Hain gave an interview for the employee magazine Webasto WORLD. 

Mr. Hain, can you describe some cultural differences in communication using the example of a few countries? 

Every person is shaped by his or her cultural background. This influence determines, among other things, basic approaches, one’s idea of hierarchy, the value of agreements and one’s communication style. In China and Japan, as well as the Czech Republic and Romania, for instance, the relationship aspect in communication plays a significant role. It is important to first get to know each other, develop a relationship and make sure that the cooperation has a foundation. As long as no relationship has been established, the content aspect is secondary. Germans, on the other hand, are extremely task-oriented and very direct in their approach and communication. That is why they have difficulties if a conversational partner who would like to establish a relationship doesn’t seem to “get to the point.” Conversely, a purely task-oriented approach seems uncomfortably direct to Asians and Eastern Europeans.  

What effects can this have on international cooperation?

When cultural codes are ignored, it can lead to strained relationships and misunderstandings right from the start. This causes negotiations to take longer, with more discussions needed and project delays. The result is unsatisfactory work results and higher costs.

What tips do you have for day-to-day work to simplify communication between people of different cultures? 

You should assume that your own communication styles do not apply—no matter whether you are dealing with a neighboring country or a distant culture. Find out in advance about the cultural background of your counterpart and try to respond to it. Even if it is time-consuming, it is worth it to invest in a good relationship right from the beginning. Similarly, it is helpful to clarify what expectations exist on both sides and what results are to be achieved. In a mutual discussion, determine which topics can be dealt with in person and which ones via telephone and email. You should be very sensitive in dealing with criticism. In addition, you should regularly reflect on your own behavior and adjust it if necessary.