International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit |
Cultural Audit Making Differences – Gaining Competitive Advantage
Ingrid Katharina Geiger, MA, MBA
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 2
Topics • • • • • • • •
Culture makes the Difference Cultural Audit – Mapping the Force Field Cultural Audit – Observing Diversity Criteria Cultural Audit – Reflecting different Levels Cultural Audit – Considering two Perspectives Cultural Audit – Including 5 + 2/2 Dimensions Towards effective Diversity Management – 10 Steps Effective Diversity Management – 10 Principles
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 3
Culture makes the difference • • • • • • •
Culture means drawing a distinction based on a bias. Culture is more a tacit knowhow than an explicit knowledge. Culture is a way of perceiving, thinking, acting. Culture is a web of meaning, a „soft ware“. Culture gives orientation, it is a resource. Culture is not exotic, it is everywhere. Culture is selfreferencing, it is not easy to reflect the own culture.
We need other cultures in order to decipher our own cultural assumptions
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 4
Cultural Diversity – Mapping the Force Field Forces for Cultural Diversity
Forces against Cultural Diversity Focus on Threats
Globalized Competition Knowledge Economy
Lack of Awareness
European Integration
Ethnocentrism / Stressing Origin
International Migration
Xenophobia / Stereotyping
Equal Opportunities
Discrimination / Exclusion
Minority Consciousness Demographic Change
Scapegoating
Š Geiger 2007
Glass Ceiling
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 5
Cultural Audit – Observing Diversity Criteria, e.g. „Ethnic Origin“ „Religion / Belief“
„Nationality“
„Mother Tongue“
„Race“
„Gender“
„Age“ „Disability“
© Geiger 2007
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 6
Cultural Audit – Reflecting different Levels
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iz n a
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al n o
so ci al
l al a n n it o tio na rna te n i
so na l Š Geiger 2007
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 7
Cultural Audit – Considering two Perspectives Resource-based View winning new customers organizational responsivness
Market-based View increasing diverse customer population diverse buying patterns
productivity and innovation
emerging markets / new opportunities
recruiting/retaining top talent
Growing number of minority owned business
improving intercultural teamwork/network managing compliance and mainstreaming
transnational business partnerships rules & regulations Š Geiger 2007
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 8
Cultural Audit – Including 5 + 2/2 Dimensions Resource-based View
Market-based View Customers Customers Partners Partners
Management Suppliers Suppliers Employees Competitors Competitors Stakeholder Stakeholder
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 9
Towards effective Diversity Management – 10 Steps Learn from Differences & Difficulties Communicate for buy-in Management Commitment
Select promising ‚Starters‘
Diversity Strategy
Promote Intercultural Competence / OD
Measure Return on Investment
Business Urgency
Guiding Team Check all
Processes © Geiger 2007
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 10
Effective Diversity Management – 10 Principles Ten Principles 1. Value cultural diversity 2. Stress benefits for all 3. Don‘t trivialize culture as folklore 4. Use differences and similarities as tools 5. See the wood and the trees 6. Be forward looking 7. Be opportunity focused 8. Be business focused 9. Be respectful and consequent 10. Don’t let up
© Geiger 2007
International Seminar | 23 March 2007 | Stuttgart City Hall Ingrid Katharina Geiger, MA | Int. Management Consultant, MBA | Cultural Audit | 11
Thank you all for attending this presentation !
Ingrid Katharina Geiger, MA, MBA