Marketing Culture and Communication – Natalia Nazarchevici
CONTENTS
Part one: THE JOB
Job Advert………………………………..………………………………..………………
Scenario……………………………..………………………………..……………………
The Aesthetics Elucidated……………………………..……………..……………..…
Part two: SIVECO Romania and its Approach to Employment
Company’s Profile……………………………..………………………………..……………
Approach to employment………………………………………………..……………..
Discovering Morocco: a Cross-Cultural Analysis……………………………..…………...
Cultural Context……………………………..………………………………..………
Individualism/ Collectivism……………………………..…………………………
High/ Low Power Distance……………………………..………………………
Uncertainty Avoidance……………………………..………………………
Masculinity/ Femininity……………………………..………………………..…
Part three: THE ‘DO’S’ AND ‘DONT’S’ OF THE INTERVIEW
Value Orientations in Morocco………………………..……………………………
The Interview………………………..………………………………………..…………
Board………………………..………………………………………..……
Language………………………..………………………………………..…
Room Settings………………………..………………………………………..
Conduct and Etiquette………………………..……………………………………….
Dress Code………………………..………………………………………..
Time………………………..………………………………………..…………
Work Week ………………………..………………………………………..…
Verbal Communication………..…………………………………………..
Body Language and Proximity………………………………………………
Relationships…………………………….………………………………….
Business Cards Etiquette…………………………….……………………
REFERENCES
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Marketing Culture and Communication – Natalia Nazarchevici
Part one: THE JOB
Job advert
Page 2 of 20
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing and Communication Assistant- Morocco -
The RoleThis position is to facilitate all the marketing and communication activities of SIVECO Romania’s partnership with the Moroccan Ministry of Education. Therefore, the main responsibility of the job is to maintain a strong relationship and to assure a smooth communication between Siveco Romania Marketing Division and the marketing team within the Moroccan National Ministry of Education.You will be directly subordinated to and provide support to Siveco’s Marketing Manager in Morocco, mainly with the adaptation and creation of the promotional and communicational material for the Moroccan market.
The Candidate University Graduate in Business or Marketing from an accredited institution; Evidence of extra-curricular activities; Cultural awareness and an international experience will be a strong advantage; Communicative, disciplined and, at the same time, to have lots of imagination in order to
find the best solutions for the local market; Native Romanian speaker, excellent verbal and written command of English and preferable
French.
The CompanySIVECO is the leading Romanian software house and one of the most successful software integrators in Central and Eastern Europe. SIVECO Romania offers a motivating working environment through proper training, ensuring the conditions for professional and career development, recognition of each member's contribution to the success of the company.
The ApplicationThe recruitment process will take place in two stages: an assessment group in Romania and an individual interview in Morocco. To request or to send an application, please contact Mrs Maria Minulescu at [email protected] quoting MCA/SIRO/MO. Please attach 2 copies of each relevant document when submitting your application.
Company: SIVECO Romania www.siveco.ro Partner: Moroccan National Ministry of Education http://www.men.gov.ma
Location: Rabat, MoroccoDeadline: 22nd March 2012
Marketing Culture and Communication – Natalia Nazarchevici
Scenario
As a Romanian “Business and Marketing” graduate in Great Britain, passionate about
marketing, branding, and corporate identity, I decided to apply for a job in Morocco to further
explore my fascination for cultural diversity and nation branding. I have lived in 3 different
countries and I believe I have developed cultural sensitivity which is an important ingredient
for this particular job application. Having successfully accomplished the assessment group in
Bucharest, I am preparing for the final interview in Rabat, Morocco.
The Aesthetics Elucidated
Advertising space: To call native Romanian speakers, it was decided to place the job
advert into the local Romanian marketing and communication magazines (i.e. Campaign,
Marketing Week, The Marketer, etc.).
Language: The advert was written in off-shore English language to confer a universal
business perspective for all parties involved, especially to attract fluent English speakers.
Colour: It was observed that, as well as at home, in all its international markets and
collaborations, SIVECO Romania prefers to keep and standardize its brand identity
elements. Therefore, the colour used for the advert is green, similar to the one used in
company’s logo.
Graphics: Simplicity and minimalistic style of the graphics are probably the main key
words describing SIVECO’s online presence. Since there was no evidence of company’s
print materials, it was assumed that the online layout can translate very well into the
offline one. As a consequence, the framed advert will be minimalistic to represent
company’s style, but attractive enough to engage the reader.
Symbols: Green colour was found to represent the symbol of Islam and is also used in
Moroccan flag. Consequently, it is believed to convey implicit cultural
meaning for candidates and positive perceptions for Moroccan partner. On
the other hand, in Romania green symbolises hope, force, youth, and sincerity.
Both the employer and its partner’s logos are included in the print advert with the
intention to highlight the strong cobranded partnership, which shows the high status and
prestige of the job offered.
***
Page 3 of 20
Marketing Culture and Communication – Natalia Nazarchevici
Part two: SIVECO Romania and its Approach to Employment
However objective and uniform we try to make organisations, they will not have
the same meaning for individuals from different cultures.
(Frons Trompeanaars, cited in Neuliep, 2006)
Company’s Profile
SIVECO is the leading Romanian software house and one of the most successful software
integrators in Central and Eastern Europe. For the near future, the company aims at growing
to the status of regional leader and to continue its international expansion. It has already
proven expertise in developing and exporting software products and consultancy projects to
countries within the European Community, The Middle East, North of Africa, and CIS area.
The company was founded in 1992 and in 2011 recorded a 67 million euro turnover (SIVECO
website, 2012).
The attention of this paper is SIVECO’s partnership with the National Ministry of Education
of the Kingdom of Morocco. It started in 2009 when SIVECO won the biggest IT project in
the field of education in Morocco, for providing and implementing integrated IT solution
(eLearning) to the entire Moroccan educational system.
National Ministry of Education of Morocco (Ministère de l’Education Nationale du Maroc) is
a public institution which has gone lately through a large reform of its educational system in
the framework of its “Emergency Program” (National Ministry of Education of Morocco,
2012).
Approach to employment
The candidate for the “Marketing and Communication Assistant” position is employed by
SIVECO Romania in order to support its local partnership with Moroccan Ministry of
Education. Therefore, the advert was created by SIVECO Romania’s HR department.
However, due to the private-public nature of the partnership, adding the French bureaucratic
style of the Moroccan institution, the advert was reviewed and approved by the Moroccan HR
department. For instance, the requirement to provide copies of the relevant documents in the
initial stage of the recruitment process is a Moroccan classic requirement (especially for a
Page 4 of 20
Marketing Culture and Communication – Natalia Nazarchevici
public institution). For the current position, the potential candidate will follow the four stages
of the recruitment process, as presented below in Figure 1.
Figure 1: The recruitment Process
SIVECO adopted the Western style and dedicates to Careers an entire section of its website –
www.seveco.ro (Figure 2) – where it clearly states the type of people it wants to employ
(“who want to evolve, that are creative, and willing to change things for the better”), it also
stresses on “team work”, and proudly states that it “offers a motivating working environment
through proper training, ensuring the conditions for professional and career development,
recognition of each member's contribution to the success of the company” (SIVECO, 2012).
The lines above express Romanians’ faith in an ultimate positive result if working hard. In
addition, Strǎuţ (p.213) mentions that ”Most Romanians believe in God and the supremacy of
good over evil, even if their history of hardship has made them very patient and enduring
while expecting a final positive outcome”.
Page 5 of 20
ApplicationAssessment
Group (Romania)
Individual Interview (Morocco)
Offer
Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)Figure 2: SIVECO Romania Careers page (screen-dump)
Marketing Culture and Communication – Natalia Nazarchevici
On the other hand, National Ministry of Education of Morocco (Ministère de l’Education
Nationale du Maroc), does not provide any information regarding job/ career opportunities
within the institution. The website – www.men.gov.ma (Figure 3) – is translated in English,
French and Arabic, and looks formal, over simplistic, with an old fashioned interface. It give
an impression of a slow changing bureaucratic institution.
The partnership SIVECO Romania – Ministry of Education Morocco is a reality of today’s
globalised world, where organisations and their employees interact more often with people
and companies in other countries, and Carte and Fox (2010, p.1) argue that “the more national
borders their companies cross, the greater the scoop for misunderstanding and conflict”. Thus,
the awareness and respect for cultural differences while projecting our own culture in an
appropriate manner is tremendously necessary.
Furthermore, according to Neuliep (2006) a company is similar to a culture: it possesses its
own values, internal formal and informal norms, operate in a particular environment, develop
its own perception views, engage in verbal and nonverbal communication, and build socio-
relations. In other words, it develops a personal organisational culture. Therefore, it cannot be
assumed that when interacting with other organisational cultures its business customs will be
understood in exactly the same way. Figure 4 (one page 7) highlights six key areas that
influence organisational cultures across globe (Neuliep, 2006, p.379).
Page 6 of 20
Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)Figure 3: National Ministry of Education of Morocco home page (screen-dump)
Marketing Culture and Communication – Natalia Nazarchevici
Figure 4: Organisational CultureSourse: Neuliep, 2006, p.379
Discovering Morocco: a Cross-Cultural Analysis
In comparing Morocco with Romania, the Organisational Culture Framework will be used,
with particular focus on the Cultural Context and the Verbal and Nonverbal Codes (discussed
in part three). This comparison will take an etic approach (“what is general in cultures”,
Mooij, 2010, p. 61), and does not pretend to be exhaustive or completely free of
ethnocentrism.
Cultural Context refers to “an accumulated pattern of values, beliefs, and behaviours held by
an identifiable group of people with a common verbal and nonverbal symbol system”
(Neuliep, 2006, p. 411). Morocco is considered to be part of the Arabic cluster (Kabasakal
and Bodur, 2002) and its dominant religion is Islam. Therefore, its main Arabic cultural traits
and Islamic religion impact on countries’ social values and practices. More, French and
Spanish influences can be observed. On the other hand, Romania is part of the Latin cluster
and its population practice Orthodox and Catholic Christianism.
It is common that a company’s culture will emulate after its country’s culture. Many studies
(Bass and Burger; Alder, Campbll, and Laurent, cited in Neuliep, 2006) reveal that managers’
leadership style and business strategies are influenced by the cultural context and its values.
Further, the following areas will be examined:
Individualism/ Collectivism
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Organisational Culture
Cultural Context
Perceptual Context
Intercultural Relations
Verbal and Nonverbal
Codes
Soci-Relational Context
Environmental Context
Marketing Culture and Communication – Natalia Nazarchevici
High/ Low Power Distance
Uncertainty Avoidance
Value Orientations (discussed in par three of this portfolio)
High/ Low Context (discussed in par three of this portfolio)
In addition (but with caution) Geert Hofstede’s research (Figure 2) will be used to explore
Moroccan culture in contrast with the Romanian one, through the 5-Dimensions Model. The
researcher argues that it can provide us with “a good overview of the deep drivers of
Moroccan culture relative to other world cultures” (Geert Hofstede, 2012).
Individualism/ Collectivism
Analysing the nature of the relationship between an individual and its society or group would
place Morocco and Romania under the collectivistic wing.
Collectivism’s most relevant characteristics for this paper refer to (Triandis, 1995, in Dainton
and Zelley, 2005):
1. group needs, views, and goals prevail over the individual ones;
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Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]Figure 5: Hofstede, 5-D ModelSource: Geert Hofstede, 2012, [online]
Marketing Culture and Communication – Natalia Nazarchevici
2. the self is defined in relation to the group: “Knowing a person’s connections enables a
stranger to place that person into particular group; knowing where the person comes
from is the same as knowing who that person is”( p.77).
Additionally, Hofstede’s findings (Figure 5, on page 8) show that both countries score
relatively low on individuality (IDV).
Underlying motives:
Morocco: family and in-group relationships are at the heart of the society.
Romania: shaped by a collectivistic communist past.
High/ Low Power Distance
The Kingdom of Morocco is run by constitutional monarchy, and it is also a hierarchical
society where people from lower status perceive inequalities as normal and acceptable. More,
according to Carte and Fox (2010) in Arabic cultures “power in companies is held by a few
people at the top” that give directives.
Hofstede and GLOBE 61 study (in Kabasakal et al, 2002) come to support Morocco’s high
ranking on this dimension. Similarly, but with lower score in Hofstede’s research, is placed
Romania. For instance, in both countries, people address to each other relative to their social
and professional status usually with Mr. and Mrs., and the polite form of “you” are used
(Dumneavoastra in Romania and Vous in Morocco). However, superior might address with a
more direct form. Between friends and family personal approaches are common (Centre for
Intercultural Learning Website (2012).
It can be said that high power distance cultures tend to be collectivistic (Schmidt et al, 2007).
Uncertainty Avoidance
Belief in absolute truth, strict code of behaviour, structure, rules, precision and punctuality are
some characteristics of the high uncertainty avoidance (UAI) cultures (Dainton and Zelley,
2005). According to Hofstede (Figure 2), Morocco score high and Romania extremely high at
this dimension.
Masculinity/ Femininity
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Marketing Culture and Communication – Natalia Nazarchevici
Morocco, although less preeminent comparing to other Muslim countries, is defined by the
“roles men and women fulfil and create a masculine society”, where men are prevailing in
many aspects of life (Kabasakal et al, 2002, p.48). Besides the clear separations of the male –
female roles within the household, in the workplace, female started to gain space and head to
equality once the new democratic King arrived in 1999.
Somehow less rigid, but still remaining a relative strong masculine society is Romania.
Hofstede findings (Figure 5) demonstrate a medium high masculinity (MAS) for both
countries which goes against sex role stereotype at least for Morocco which is remaining a
strong masculine society where men are preferred over women in all spheres of life (GLOBE
in Kabasakal et al, 2002).
Ultimately, according to Edwards’ study (2007) in its intent to transfer similar employment
practices abroad, SIVECO Romania, will face cultural barriers which could influence or even
alter the process. The same author adds: “culturalism argues that MNCs bear the legacy of the
values and attitudes characteristic of the home country; transfer is shaped by this and by host
country cultures” (p.202). This is also very well encompassed by the quotation bellow:
“There is no culture-free theory of management. Managing other people is the
responsibility of people who, like everyone else, have been encculturated and
socialized into a cultural set of values and beliefs that governs their thinking,
emotions, and behaviours. Like communication, management is culture bond.
Moreover, managerial perceptions regarding the factors that lead to
organizational success vary across cultures” (Neuliep, 2006, p.377)
***
Part three: THE ‘DO’S’ AND ‘DONT’S’ OF AN INTERVIEW IN MOROCCO
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Marketing Culture and Communication – Natalia Nazarchevici
Every road has two directions.
Moroccan proverb
Value Orientations in Morocco
Religion: a vast majority (98%) of Moroccans are Sunni Muslims and Islam has an
enormous impact on social values and practices (Kabasakal and Bodur, 2002).
Family and Personal Relationships: According to Kabasakal and Bodur (2002, p.47)
“Islam promotes and maintains family and kinship relationships, creating a highly
collectivistic society”. Therefore, family and long-term in-group relationships are
extremely important in Moroccan social and business culture.
Respect: Dignity and self-worth are especially importance so Moroccan’s take notice of
how others perceive them. Shame is to be avoided at all costs, so Moroccans will often do
as much as possible to win the respect of others and to avoid arguments and confrontation.
Moroccans are conscious of their reputation and will do whatever it takes to ensure it is
not damaged and to avoid shaming their family.
The Interview
Board
The interview will take place in Rabat, Morocco, at the premises of the Ministry of Education
Marketing Department meeting room. The board of the interviewers will be mixed and will
include:
Maria Minulescu: the Romanian HR Manager, SIVECO Romania, Romania.
Andrei Lazarescu: the Romanian Marketing Manager, SIVECO Romania, Morocco. He
was relocated 2 years ago especially for this partnership.
Touria Al Hassani: the Moroccan Marketing Director, Ministry of Education, Morocco.
Saleh Bouchtat: the Moroccan HR Manager, Ministry of Education, Morocco.
Language
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Marketing Culture and Communication – Natalia Nazarchevici
The French language is primarily spoken in the business world in Morocco, yet it is a
secondary criterion for the current job due to the fact that the two parties maintain their
relationship using English (i.e. at the “eduVision 2020”, Bucharest, September 2011; and at
the “The African Education Summit”, Rabat, Morocco, July 2011). Furthermore, “the demand
for English is growing as Moroccans realise that while French will enable them to study in
France, English will present them with increased opportunities” (British Council, 2007).
Thus, the interview will be held in English.
As a pre-requisite, the candidate must be a native Romanian speaker as the job role requests
an impeccable understanding and communication with the Romanian team.
Room settings
It can be observed that the Moroccan representatives prefer closeness and are sitting next to
each other. They are known to be oral people and therefore are not noticed to take many notes
during the interview. On the other hand, the two Romanian delegates are very carefully taking
notes, not only to equally evaluate each candidate, but also to prepare reports for their
superior as Romania is far more hierarchical than Morocco. Everyone is served tea or coffee
as an expression of friendship or esteem.
DO: try to use the right hand only, as the left hand is considered unclean.
DON’T: decline the offer of drink, as it is considered discourteous.
Conduct and Etiquette
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the candidate
HRM MkD
Figure 6: Room settings
Marketing Culture and Communication – Natalia Nazarchevici
Dress Code
Although as a woman in an Arab country it is important to cover up, the business fashion of
men and women in Moroccan urban areas are extremely influenced by western style of
dressing (Kabasakal and Bodur, 2002; Carte and Fox, 2010). However, if visiting rural areas
it is recommended to comply with more reserved traditional style and cover “from the knee
(shorts or skirt) to the elbow (short-sleeved T-shirts)” (Morocco Explored, 2012).
DO: dress appropriate business style to establish your status. Yet, a more sober style
would be appreciated.
DON’T: use to many accessories (Morocco Explored, 2012).
Time
In the Arab world the relationships prevail over time and agendas (Carte and Fox, 2010;
Usunier and Lee, 2009; and Schmidt et al., 2007), and Al-Omari adds that “it is timing rather
than the time that is important”, in other words, “you follow the mood rather than the
schedule” (in Carte and Fox, 2010, p.15).
In Morocco the time is polychronic and it is seen as flexible and cyclical, and often people
“attempt to perform multiple task simultaneously” (Liu et al., p.110). It appears that the
religion impacted on the perception of time as Moroccans are not worried about delays using
habitually the phrase: “if God wills it” (Schmidt et al., 2007, p.251) or inshallah.
DO: be prepared to be kept waiting. Use the time to small talk to anyone you meet as
you could discover important or interesting things.
DO: take time to know the people in the interview board before starting the serious
matters.
DO: take time to prepare your audience, find the right moment, and soften a bad news
or answer.
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Monochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic PolichronicMonochronic Polichronic
Marketing Culture and Communication – Natalia Nazarchevici
DON’T: rush! It will undermine your position as “anyone in a hurry is viewed with
suspicious and with distrust” (Schmidt et al., 2007, p.251).
DON’T: panic if Moroccans will often repeat inshallah.
Romania’s relationship with time is somewhere in the middle.
Do not look at a watch or clock during the meeting.
Work week
It is common for Moroccans to work from Monday till Friday, as well as from Saturday till
Wednesday. In any case, some offices might close for 30 minutes, five times a day for
prayers. Moreover, during Ramadan, the entire business activities are less dynamic.
DO: respect the praying times and know that the Friday is the Holly day.
DO: verify and confirm the interview date and time, and
DON’T: expect total rigidity.
DON’T: drink or eat in public during the Ramadan period.
Verbal Communication
High/ Low Context
Although from very different cultural backgrounds, it is interesting that according to the 5-
Dimensional Model, Morocco and slightly less Romania, both are high-context cultures, and
in its contemporary business communications tend to be more implicit. However, Hall (1966,
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Written Spoken
Reserved Effusive
Low-context High-context
Marketing Culture and Communication – Natalia Nazarchevici
1976, in Dainton and Zelley, 2005) places Latin cultures in the middle of the dichotomy low-
versus high-context cultures.
Moroccans “expect you to be able to interpret what they mean from your knowledge of the
cultural values that lie behind the words” (Carte and Fox, 2010, p.170). Usunier and Lee
(2009) describe French communication as an alternation of “vague and precise”. Thus, it is
possible that the business communication practices are influenced by the use of French in
Moroccan business world. However, when translated/ adapted to English, the meaning might
be altered.
On the other hand, Romanians are "Latin people" and, therefore, like to speak with passion
and wave their hands and Tempers may flare easily and are not well hidden. Still, in a
business circumstances the tone tend to be more reserved.
Regarding the appropriate focus on talking and listening, both Latin and Arab cultures incline
towards a two speakers communication style - (effusive) - where interruption and overlap
demonstrate interest not disrespect (Usunier and Lee, 2009; and Carte and Fox, 2010).
DO: if given the opportunity, engage in meta-communication to establish the
appropriate style of communication.
DO: expect to encounter the power of the spoken word as (Carte and Fox, 2010) Arab
cultures have a strong oral tradition.
DO: follow the eye and body language to interpret the meaning of the verbal message.
DO: ask politely your questions.
DO: “be patient, listen hard, read between the lines, and ask questions to check you’ve
understood them correctly” (Carte and Fox, 2010, p.170).
DO: address to people with Mr Msr, or if asked to speak French, use the formal form
of "you" (vous in French) (Centre for Intercultural Learning, 2012).
DO: avoid negative feedback or direct confrontation.
DON’T: necessarily accept what Moroccans say have a literal meaning
DON’T: panic if you cannot understand what Moroccans mean (Be patient as “they
will classify higher the harmony of a relationship than “clarity or directness”, Carte
and Fox, 2010)
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Marketing Culture and Communication – Natalia Nazarchevici
DON’T: “take too many written notes during the meeting. If you do they may think
you don’t trust them” (Carte and Fox, 2010, p.171).
DON’T: worry if interrupted or if you want to interfere as “people who listen in total
silence make them feel uncomfortable” (Carte and Fox, 2010, p.171).
Body Language and Proximity
Due to the fact that Moroccan culture is high-context, collectivistic, it is rich in non-verbal
meanings which might be difficult to decode. It is similar to Romanian, which does not use
exact verbal messages, nonverbal communication behaviours, such as gestures, mimicry, and
intonation of voice.
People from Arab countries are known fall into “physically close” and “tactile culture” Carte
and Fox (2010, p.168) suggest that to not show surprise or embarrassment if they get too
close and that “handshakes can go on forever and you will have almost no personal space” the
authors suggest that rejecting these signs of warmth will make you appear cold and
discourteous” Carte and Fox (2010, p.168). Close friends or colleagues hug and kiss both
cheeks upon greeting
Arabs often look each other straight in the eyes because “they believe that the eyes are the
windows of the soul” (Harris et al, 2004, in Usunier and Lee, 2009, p.351). Moreover, similar
to Romanian culture, looking straight in the eyes denotes sincerity and an attentive attitude.
DO: handshake at the beginning and end of the interview, taking care not to grip too
firmly.
DO: women give first their hand for handshake.
DO: look straight in the eyes when talking. (Males should be careful when looking at
women)
DON’T: do not reject the signs of warmth, or express surprise or shame if they get too
close – you will look stone cold and discourteous.
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Physically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically closePhysically distant Physically close
Marketing Culture and Communication – Natalia Nazarchevici
DON’T: face the sole of the shoes towards anyone, “Muslims consider this to be an
obvious insult” (Usunier and Lee, 2009, p.349).
Relationships
According to Carte and Fox (2010, p. 177) Morocco is a “relative truth culture” which
indicates that “the circumstances indicates the way you behave”. The authors continue “your
loyalty is more to your group (eg family, clan, friends and company) than to a set of abstract
rules”
Schwartz’s values approach describes on one hand the Eastern European nations are “high in
harmony, conservatism, and intermediate in hierarchy/egalitarianism” and other hand, Islamic
countries are “high in hierarchy, conservatism, intermediate in mastery/harmony” (Guirdham,
2005, pp. 57-58).
DO: pay attention on creating and developing relationships and trust.
DO: accept or offer small or symbolic gifts
DON’T: criticise as it might not be taken light.
Business Cards Etiquette
DO: prepare to exchange business cards.
DO: make sure one of the sides is translated in Arabic or French it shows respect.
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Functional Personal
Flat hierarchy Vertical Hierarchy
Individualistic Group-oriented
Marketing Culture and Communication – Natalia Nazarchevici
A few last thoughts…
This portfolio tried to collect useful insights about the cultures in question. However, it has to
be mentioned that it is impossible not to generalise or assign stereotypes as each individual,
group and society is very divers. In addition, it is important not to forget that today’s
corporates leaders have accomplished their studies in many western countries and are very
likely to bring back home certain views and values, which consequently will affect the
manner in which they interact with other people or companies.
After enriching my cultural knowledge and awareness, I have decided to apply the SOPHOP
approach proposed by Carte and Fox (2010). The approach acronym stands for “be soft on
people, hard on points” which means that a person should “be able to nurture the relationship,
while still ensuring that you give no ground on the commercial issues” (Carte and Fox, 2010,
p.131). This strategy moulds very well into the Moroccan context as for them the personal
and business areas are interrelated (relationship-oriented will take attacks personally).
Therefore, as suggested by Carte and Fox (2010) I should try to control the way I express
myself. Considering the fact that I lived in the UK for the last 3.5 years, I believe I have
internalised the specific diplomatic British way of communication.
***
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Marketing Culture and Communication – Natalia Nazarchevici
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