Managing Across Cultures Assignment: McDonald’s Localisation, Fiat’s China Ad and Workplace Stereotypes (European Business University), Singapore

This Managing Across Cultures assignment uses three short excerpts to test how well you can apply cross-cultural theory to real brands: McDonald’s regional menus, Fiat’s controversial advert in China, and stereotypes in the workplace. Each answer should refer to the subject content, not just general opinion.

Excerpt 1: McDonald’s Global and Local Strategy

The excerpt describes how McDonald’s keeps a consistent global brand while adapting to local needs, for example launching the McArabia flatbread in the Middle East (2003) and macarons on its menu in France.

1. Research McDonald’s cross-cultural strategies and discuss how they fit into the four cornerstones of diversity. [15]
2. You are a US training and development supervisor (a low-context culture) sent to train staff at a Korean McDonald’s unit. Using the high- and low-context cultural frameworks, explain how you would adjust your verbal communication style and body language for the high-context Korean culture, and list body language tips to keep in mind. [20]

Excerpt 2: Fiat’s Advert and the Chinese Market

Fiat released an advert in Italy in which an actor known in China as an outspoken supporter of the Dalai Lama drives a Lancia Delta from Hollywood to Tibet, causing an online backlash among Chinese consumers.

1. Through the lens of Fiat, identify and describe the specific elements of another culture the company should have considered before launching the advert. [10]
2. Explain how negotiation styles differ across cultures in cross-border alliances and mergers, referring to cultural dimensions and verbal and non-verbal gestures. [10]

Excerpt 3: Racial Profiling and Stereotypes

1. Choose a workplace racial stereotype scandal faced by a well-known company, explain it in your own words and assess its impact on the company’s image and revenues. [15]
2. Identify other types of stereotypes, such as gender and physical appearance, with business examples, and explain the measures that can eliminate them. [10]
3. Do you consider yourself culturally intelligent? Explain what you do in professional and personal life to develop the four dimensions of cultural intelligence. [10]
4. Describe the organisational culture of your current or former workplace, with real examples you have witnessed. [10]