Global Communication

Although there are differences in the managerial values between many countries, America’s management concepts can work in Russia, so long as America’s approach in Russia is carried out “patiently and systematically”. (Elenkov, 1998).

Today’s world of global commerce increasingly values the ability to do business across borders. As many companies strive to serve international and even global markets, they require managers to be located in different countries and operating across national boundaries. For a variety of reasons, companies send people abroad, for personnel development, for cultural knowledge, and even for temporary assignments. It is inevitable during today’s cross-cultural growth companies will surely experience another culture. It is important to develop not just a global mindset, but a cross-cultural understanding and skill set as well. It is just as important to know how to deal effectively with people from other cultures. This may require explicit attention to cultural differences and the ability to adapt to them while enhancing your company’s core identity and values.

As Geert Hofstede examined four intercultural dimensions: Power Distance, Individualism, and Uncertainty Avoidance; it is very clear that the Russian environment is very complex and their Russian culture is significantly different from Western cultures.

Table 1. t-Test for Difference in Cultural-Value Means

Russia’s high power distance indicates that inequalities of power and wealth exist in their country and those with authority openly demonstrate their rank. Western culture management would have to be very firm with their management style by giving clear and explicit directions.

Concerning individualism, Russia’s