Communication in the

Construction Industry
Culture and Communication
Influence of Culture on Projects
ICJVs in a Dynamic Environment
io ns
nct
Fu Learning
M eta
Coordination
on
Communication ma ti
for
t In
Decision Making jec
P ro

Basic Functions
Planning
st
Tru
Organizational Planning
Management Functions

Work Preparation
Organization

Work Execution
Site Installation
Design
k ing
Staffing e Ma
ns
Se

Directing t
en
itm
m
C om
Controlling

Complex Tasks

Longterm Uncertainty
Masculinity Power Distance Individualism
Orientation Avoidance

Cultural Dimensions
 Definition of Culture
• Culture is the collective pro-
gramming of the mind, which
differentiates members from
one group of those of another
(Hofstede).
• In international business the
different programs of the mind
of the individuals involved
collide.
• This makes culture a most
important factor especially for
communication.
 Culture
• Culture is learnt
• Culture is a social endowment
• Culture is relative stable in time
• There are national, branch, and company cultures
• Culture describes groups, not individuals
• Culture determines the perception of each individual
• Culture manifests itself in symbols, heroes, rituals, and
values
 Cultural Dimensions

• Power distance index (PDI)

• Uncertainty avoidance index (UAI)

• Masculinity index (MAS)

• Individualism index (IDV)

• Long-term orientation (ILO)

 Power Distance
• Definition: Degree to which extent the less powerful
individuals in institutions and organizations accept
and expect that there an imbalance of power within
a country

Concentration of power and authority

Degree of equality
Leadership (consultative - autocratic)
Dependence
 Uncertainty Avoidance
• Definition: Percentage to which degree members of
a cultural group feel threatened by uncertain
situations

Hustle and bustle, unrest, emotionality,

aggressiveness, activity (high UAI)
Level of fear
Subjective well-being
Searching clearness
Uncertainty avoidance  risk avoidance
 Masculinity
• Definition: Masculinity describes a society where the
gender roles are clearly defined: Men are meant to
be determined, hard, and materialistic; Women are
to be modest, sensitive and valuing the quality of
life

Men: income, appreciation, career, challenge

Women: relationship with superiors and
colleagues, working environment, safety
 Individualism
• Definition: Individualism describes societies where
relationships between individuals are loosely knit -
collectivism describes societies where the individuals
are integrated in strong and closed groups which
offer life long protection and demand loyalty in
return.

Individualism: Freedom, time for oneself, indivi-

dual challenge
Collectivism: Improvement of one´s knowledge,
environment at work, employment of capabilities
 Long-term Orientation
• Definition: Tension between two poles, long-term
orientation (perseverance, respect for hierarchies,
status, and the social order, thriftiness, sense of
shame) and short-term orientation (personal stead-
fastness and firmness, keeping face, respecting
tradition, answering greetings, presents, and favors)
 Values of Cultural Dimensions
Country MDI IND MAS UVI ILO
China (Hongkong) 68 25 57 29 96

Germany 35 67 66 65 31
France 68 71 43 86 ---
UK 35 89 66 35 25
Japan 54 46 95 92 80
Korea (South) 60 18 39 85 75
Netherlands 38 80 14 53 44
Switzerland 34 68 70 58 ---
Taiwan 58 17 45 69 87
Thailand 64 20 34 64 56
USA 40 91 62 46 29
Culture and Organizational Structure

Complete

high
Professional
bureaucracy bureaucracy
Germany, France, Japan,
Netherlands, South Korea,
Uncertainty avoidance

Switzerland Taiwan,
Thailand
Divisionalized
structure
USA

UK Hong Kong
low

Adhocratie Simple structure

low high
Power distance
 Management/Culture Matrix

Planning Organization HR Leadership Control

PDI
HK: 68 +++ +++ +++
G: 35 HK: HK: HK:

UAI
HK: 29 +++ ++ +
G: 65 HK: G: G:
MAS
HK: 57 ++ ++
G: 66 G: G:

IDV
HK: 25 ++ ++ ++
G: 67 G: G: G:
ILO
HK: 96 ++ +
G: 31 G: G:
 Culture and Communication I
• Power distance: Communication structure, content,
behavior
• Uncertainty avoidance: communication frequency,
feedback
• Masculinity: Communication structure, quantity
• Individualism: Communication structure, content,
frequency, feedback
• Long-term orientation: Communication content
 Culture and Communication II
• Language: National, dialect, professional
• Stereotypes: Rituals, heroes, symbols (naturalistic
fallacy: Deduction of normative statements from the
descriptive observation
• Body language
• Humor
• Example: Job interview
 Stereotypes (about US-Americans)
Rank Japan German UK France Brazil Mexico
y

1 nationa- energetic friendly hard- intelli- hard-

listic working gent working

2 friendly inventive arrogant energetic inventive intelligent

3 decisive friendly energetic inventive energetic inventive

4 rude highly hard- decisive hard- decisive

de- working working
veloped
5 arrogant intelli- nationa- friendly nationa- greedy
gent listic listic