The experience of being immersed in another society

Nothing can replace the experience of being immersed in another society for an extended period of time, in order to truly understand how culture impacts how people think, feel and behave. In most cases, however, managers do not have this luxury. Indeed, unlike anthropologists, whose principal research method of ethnography calls for ‘going native’, managers often act as ‘armchair anthropologists’, attempting to understand the other culture from a distance, relying instead on desk-based research, interviews, etc. The Armchair Anthropologist Exercise provides you an opportunity to explore cross-cultural business within another society, in order to understand and appreciate the impact of cultural differences.
Instructions:
First, identify a business activity in another country. For example, the Gillette Guard is now the best-selling razor in India, accounting for 2out of every razor sold in the country. But what is interesting is that the razor is a very inexpensive, bare-bones product…not the gleaming 6-bladed Fusion which is sold in North America and Europe. Indeed, the Guard has only a single blade, a special beard comb, and a ribbed handle, all of which cater to the shaving habits, facial features, and cultural context of Indian customers.
Second, conduct research (from your armchair)—interview classmates, research on the web, etc.
Third, explain the business activity (from a cultural perspective)
Fourth, consider the impact of business activity. Did it work? Why or why not? Are there other alternatives?
Finally, draw some conclusions, some key insights, some broader implications, from the exercise.
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