Cultural Integration

1. Vikram Dahiya
S

2. DIGIWISE TECHNOLOGIES

3. AI COBB

4. Acquisition (2004)
Technologies

5. Case Description
S Within one year of acquisition of AI COBB the combined
product and services were proving to be a good fit for NGS
S There’s a potential for more growth and success provided the
various cross- cultural integration issues between the two
companies be resolved.
S Therefore the case presents a leadership challenge to the
management of Digiwise technologies in integrating different
organizational cultures utilizing mostly virtual communication
strategies.

6. 5 W’s and 1 H
S Who : Human resource management of Digiwise
Technologies and the employees of Al Cobb.
S What : Difference in the corporate culture of the two
organizations leading to various communication issues
between the employees.
S Where : At Digiwise’s network group solutions business
unit that is composed of members from 3 different
countries having different historical values and different
work culture.

7. Continued…
S When : The issues began cropping up after DIGIWISE
acquired AI COBB . Though some differences in the operating
style of the two companies was expected, little attention was
given to the major cultural differences.
S Why : The management at DIGIWISE failed to understand
the work culture of newly acquired company AI COBB. Neither
were they able to communicate their work culture well.
S How :Digiwise technologies didn’t spend enough time
considering the cultural differences between the two
companies. Their initial decisions portrayed their image as a
pushy domineering bully of a company to AI COBB employees.

8. PAIBOC MODEL
S From Jessica meson’s (HR manager , DIGIWISE
technologies) perspective
S Purpose : To initiate a two way communication with ex AI
COBB employees and settle down on a common set of
values in a way that sites could retain their
autonomy, style and uniqueness.
S Audience: Employees NGS.
S Ex AI COBB employees
S Core DIGIWISE employees

9. Continued…
S Information : send information about digiwise work culture &
action
S Benefits :common set of values would help them to
overcome the difficulties of not knowing each other personally

10. Continued…
S Objections : difficulty in Change in the core values and
acceptance of new values.
S perception of DIGIWISE as a dominating company.
S Context : In order to resolve the current cultural and
communication issues between the employees and give
them a feeling of organizational citizenship.

11. ISSUES
S The upper management at DIGIWISE has not taken the cultural integration issue
as a priority even after repetitive reminders from the HR.
S Digiwise has not been able to make AI COBB employees feel a part of DIGIWISE .
S Geographical isolation leading to long distance virtual interaction.
S Work procedure : Decision making practices
S Communication style.
S One way communication .

12. MIXING VALUES
S
Unique Site-based values :
Seattle, san
Francisco, Denver, Miami,
Chicago, Birmingham, Osl
o
National values:
United
States, England,
Norway
Historical values:
CompuOptions
NGS :A DIGIWISE Technology business Digiwise
unit. AI COBB

13. DILEMMA
S What decision making styles should be adopted by
DIGIWISE ?
S If some style contradicts a DIGIWISE core values , such
as participation ?
S To what extent ex-AI COBB employees can participate in
decision making ?

14. S Diversity training for managers
 Pros : understanding of each others culture
 Cons : adaptability issues
S Appreciating AI COBB employees for quality work
 Pros: motivation factor , increases involvement
 Cons: discontent among AI COBB employees
S Transfer of employees to different working sites.
 Pros: Cultural Integration
 Cons: Emotional mismatch , may be performing well in a specific team.

15. Continued …
S Organizing team outing and Rejuvenating trips : increase
interaction.
 Pros: increased team work efficiency
 Cons: expenses , objection to go with family
S Strict adherence to DIGIWISE values.
 Pros: strict working culture, short
 Cons: Discontent among AI COBB employees
S Video-conferencing instead of tele-conferencing
 Pros: exchange of expressions, observing response
 Cons: dissatisfaction regarding work environment

16. Continued …
S EMPATHY : Imagine yourself in the cultural shoes of others.
 Pros: give respect get respect
 Cons: wrong perception, stereotyping
S COLLECTIVISM: Harmony and loyalty , avoid confrontation.
 Pros: joyous work environment
 Cons: emotional involvement at professional workspace
S Effective two way communication
 Pros: better understanding
 Cons: clash of opinions

17. S Resist Stereotyping.
S Tolerance of ambiguity.
S Respect for differences.

18. THANK YOU .
S