Eunhye Kang

JYP, International Business Meeting

634 Howard St. 301 SanFrancisco
CA, 94150
Kaeu290288@shms-mail.ch
Tel: (510) 586-8459

Mr. Sangpil Park

JYP, International Business Meeting
Shinwal, Bangbea-Dong 21
Seoul, South Korea

23rd, 04,2010

Dear Mr. Sangpil Park

The purpose of this report is to present necessary information to you about San Francisco in
USA, which will be joining your workforce.

This report is inclding, background of San Francisco briefly, cultural dimensions,

stereotyping, which contains race, ethnicity and ancestry, along with obstacle of potential
communication with regard to business etiquette, non verbal communication, and written
communication.

It is very pleased that you have accepted at JYP in San Francisco to joining your workforce. I
wish this information is contributed to achieve your business successfully. If you have any
questions regarding this report, please do not hesitate to contact me. I will look forward to
doing business with you in Fan Francisco.

Yours sincerely,

Eunhye Kang
JYP, International Business Meeting

 Introduction
 Nawadays, the world has been globalized so it occure frequently to work in overseas. To
make business successfully at the place which has a different culture, it is important not only
doing well with the business but also, it is essential part of business to understand their
language and local culture in order to appear positive expression to coworkers and also can
help effective on workforce. Moreover, to understand potential communication of local area,
it can assist to adapt the unfamiliar working environment and through interacting with people
it easily to improve your working situation.

 General description of San Francisco, US

San Francisco is located in western part of California. It is the 12th most overpopulated
city in the United States and second largest city in the Pacific coast, developed as a center of
harbor and cosmopolitan city. After opening Panama Canal and transcontinental railway, food
and textile industry and other various kinds of industries were developed. In 20th century, in
order to San Francisco aimed for locate favorably agriculture and new manufacturing
industry, large amount of people from eastern and middle part moved into this city.
In 1936 to 1937, San Francisco to Oakland Bay Bridge and the Golden Gate Bridge
San Francisco became a center of large city circle and occupied a high position of western
district of economy and commercial industry. Also, since early times, San Francisco became
a center of new social movements to fight for rights of hippes and homo sexual. It is
cosmopolitan city due to many ethnic groups are gathered from all around world to form a
identity community. Moreover, as many universities, institute and cutural attractions and
amusements, San Francisco renown as a center of education and also it is a popular
destination for international tourists.

 Hofstede Cultural Dimensions

There are five dimensions of national work related value of culture from Hofstede.
The dimensions are:

– Power Distance Index

Power distance index indicates that how much low powerful nations of organizations
expect and accept that the power is partiality distributed. US shows 40point, which is lower
level of power distance than South Korea, it means US is more democratic and the people
who has authority, they are seems like putting effort to minimizing social inequality also the
less powerful people are do not trust and less rely on public media.

– Collectivism VS Individualism
US Collectivism vs Individualism numerical value indicates 91 point, which means
undoubtedly shows that US culture is individualistic and it is also highest score in the world.
For instance, they want to have higher quality and enjoy their life than their parents and most
of them live independently without having support from their parents when they grown up. It
is totally different compare with Korea because most Korean gets a lot of support from the
parents and later on has propensity to wait upon their parents for a long time.

– Femininity VS Masculinity
As the US scored 62, their culture is more like masculinity it is in contrast result with
Korea. Which means that the US is more desire to achive something, strong pursuit of
authority and the fundamental truth then Korea in general. Moreover, the US people are more
self centerdness then feminity contries and also they consider the individual achievements
very important.
 – Uncertainty Avoidance Index
As the score is higher, it means that the society tendency is to avoid uncertainty and
ambiguity. The US has 46 points, which indicates lower than Korea, which scores 85. Korea
has observed social norm and strong regulations to minimize possibility of risks from
unexpected situations, also, planning carefully to avoid uncertainty. On the other hand, the
US has higher capacity of changing, holding relativism ethics and correlatively with
minimizes regulations, try to reduce the restrictions.

– Long-term VS Short term Orientation

In order to Teaching of Confucius in most East conturies, they have long-term
orientation and West conturies has short-term orientation. Therefore, according to
Hofstede dimensions, US nations are most like personal steadiness and stability, in a
practical manner, they perform the social duty, respect their tradition and exchange the
greetings, favor and gifts etc.

 Stereotyping

A stereotype is generally well known speaking about people or culture, which based on
subjective and unverifiable prejudice. We are surrounded with cultural stereotypes about race,
ethnicity and ancestry etc. Everytime we hear and most of them are negative, and it can
impact on the business situation in a wrong way.

The most well known stereotype to public of San Francisco is that many citizens are gay.
Many people are called San Fancisco as a ‘Gay Bay’ or ‘Heaven for gay’. All the homes that
hung up the flags, it is the symbol for the residence of gays. Also near the Twin peaks area,
11% of population is the Gay and they formed a community they do not care about gaze from
other people and proud of them selves. In addition, they have activities such as Transgender
Pride Celebration, which is the festival for LGBT (lesbian, gay, bisexual, transgender) to
educate world, celebrate they heritage and culture along with liberate themselves. Also, San
Francisco holding International LGBT Film Festival, which is legendary showcase for them,
every once a year from past 25years and promote through, SFbay Times, Bay area reporter
and SFF Ontires etc, which is the most popular homo sexual megazines from San Francisco.
They do not feel a shamed of themselves and do not conscious of other people therefore,
many homo sexuals’ are willing to and convinience to live there.

One of the racist stereotypes is that black people are more infection by ADIS.
In fact, black people are more responsibly to having test HIV than white people, therefore, it
is reasonable that more black people has HIV-Positive than other races. However, HIV-
Positive does not mean that they have higher posibility to cause AIDS. The doctrine was
completely wrong, however this incorrect hypothesis spreaded rapidly through media in the
world. Therefore many people are treat black people as a sufferer from AIDS. We have to be
more careful to get information and should not always believe what we see or read.

 Nonverbal Communication

Every country has different perception of understanding nonverbal communication. In

large countries like US has different meaning in each regions therefore, it can lead on
extraordinary result. Making natural and appropriate gestures is important during
conversation and any interaction with others in both social and business situation. Also, it is
very different between US and Korea. It can devide into several types, such as eye contact,
posture, body language, proximity, facial expression and vary in voice etc.

Making eye contact during conversation is very important in US. Eye contact shows
degree of attention and interest and avoiding eye contact means low self confidence and
making the other person embarrassment. According to American Police Officer, "He didn't
look at me once. I know he's guilty. Never trust a person who doesn't look you in the eye."
Moreover, even it is common in San Francisco to glance and saying ‘Hi’ to stranger when
they are passing each other. On the other hand, in Korea society, if they look into eyes during
conversation, it might be considering as a little rude or make feel uncomfortable to other
person.
Be aware of body languages such as folding your arms or laying back your seat are shows
your impoliteness and boredom. Shakinghand is very common and essential to maximize
close relationship other than bowing respectively. Also, US nations are using with index
finger to point, however it can be rude in Asia countries. Likewise, hugs and kisses each other
is normal between friends or family to greeting. However, they are annoyed if they touch on
head on younger people, which is totally different between Asia contries.

 Business Etiquette

Business etiquette is very important to communicate and cooperate with people who
have different culture. It can impact on the business situation greatly, to bring people closer
and to lead on successful business. Naomi Polson, who is Founding Director of The Etiquette
Company, says "Etiquette has to do with good manners. It's not so much our own good
manners, but making other people feel comfortable by the way we behave”

US society is considering as individualism, however they are relied on ‘Teamwork’ in

the work places. When your associates need your help you should help them, even though it
is not directly related on your job, you have to be more flexible to complete the work and
achieve the goals by mean of you are a member of the team and besides, if you need help,
you should not hesitate to ask for help.

Time is very important. You have to be 'On time' and always aware of observe the time.
Always arrive 5 to 10 minutes earlier, especially if you are late for the interview or meetings,
others might think that you have lack of ability. Also, while you are working it is important to
concentrate more on complete your work properly and recognize importance of the work than
thinking personal problem.

It is also important of the personal ability to work efficiently and excellently but also can
not ignore the appearance. For example, in all major cities US, usually dark coloured gray
and navy business suit is appropriate and for the formal meetings, light bue or white shirt will
be give you more professional and conservative appeareance. West people are a bit more
casual than east though.

While having conversation make sure keep the distance approximately 1 to 1.5m
because if it is too close it might be looks offensive or sexual harassing. Do not prevent their
speech and nodding head and keep eye contact to show them that you understanding and
listening attentively. Also, keep smiling to exspress intimate of others if you would not, they
might consider you as a conservative person or pay no attention to them.

Lastly, For the communication style, Americans are direct they are thinking ligically and
linear, so they want to listen straightforward and clearly. As they are thinking that time is
money, try to get to the point quickly to what you want to say and be confident to say directly
and honestly.

 Written Comunication

According to Hofeted cultural dimensions, the US indicates most indivdualism country in

the world, which means the business people commonly using written communication such as
post mail, e-mail and fax etc. for their communicate conveniently. In addition, as I mentioned
above, US people are considering the ‘time’ very importantly. Many companies will receive
numerous letters in daily and weekly, so you have to know how to write letters to provide
good emotion and benefitial impact to associates effectively and professionally.

Identify your audience and theme then create an outline if you are going to write longer
document, create outline to help organize your ideas and be specific and compression your
message by using direct and simple language rather than using long indirect compositions to
understand easily and get a key point quickly. To personalize of your letter due to put
letterhead to making sure provides a correct name and address of your establishment. Also by
using AIDA (Attention, interset, desire, action) formula will help you to inspire to make
action to the reader.

 Conclusion

In conclusion, this report included essential information to understand San Francisco, US

culture to help you work effectively and expertly in a business situation. According to
Hofstede Cultural Dimensions, it indicates huge differences between Korea, and US culture
in general. However, culture of US keeps changes and it does not representative whole
nations individual characteristics. Also, as US has strong individualistic culture, everyone has
a different point of view of their own culture. With the consequence that I am assure this
report can help you to appreciation of US culture in universally also it is very useful
information undoubtedly, however, you have to be always aware of that you do not estimate
and judge the people by this theoretical statement but the individual personality.

 Refference
Anon. (2009) Cross Cultural Communication [Internet] Clearly Cultural, Available from: <
http://www.clearlycultural.com/> [Accessed 3rd May, 2010]

Geert Hofstede. (2009) Geert Hofstede Cultural Dimensions [Internet] US or America Geert
Hofstede Cultural Dimensions Explained, Available from: < http://www.geert-hofstede.com/
> [Accessed 3rd May, 2010]

Anon. (2010) Mind Tools[Internet] Writing skills, Available from: <

http://www.mindtools.com/CommSkll/WritingSkills.htm> [Accessed 3rd May, 2010]