Developing Cross-Cultural Sensitivity

It has been a decade since Ezra Vogel asked American managers to look at Japan As Number One. The debate still continues. What are the determinants of Japanese economic success? Recent research claims that American managers seem to have missed the point when examining this issue. Japanese managers argue that cultural factors are important; American managers argue that this is not really the case. There is certainly enough evidence on both sides of the issue to continue the debate; however, the point is that the reality of the situation does not make any difference in the consequences. Managers must accept the importance of cultural differences -real or perceived-and develop cultural awareness rather than argue that cultural factors are not significant. Cultural understanding is important not only for the pharmaceutical executive but also for the practicing pharmacist as pharmacy's role becomes more patient oriented. Managers, as true students of culture, will learn by adopting a holistic approach and by e...