A Cross-Cultural Study On The Corporate Culture Reshape In The Dong Feng-Nissan Passenger Vehicle Company

As the number of joint venture and investment scale increasing in China, the problem of cultural conflict caused by cultural diversity become more and more important in the early time of joint venture establishment, which directly influences cross-cultural communication and management.This essay summaries the cultural diversity of DongFeng-Nissan Passenger Vehicle Company in its early establishment period. The differences mainly include cultural value diversity, the diversity of enterprise’s managerial way. The essay anlyzes reasons behind the internal cultural conflicts in DongFeng-Nissan Passenger Vehicle Company’s early establishment period from cultural value perspective, which includes individualism and collectivism, uncertain avoidance, long and short orientation, male and female, power distance. The article clarifies the internal cultural conflicts including value conflict,cross-cultural communicative obstacle, managerial practice conflicts, and then this essay summaries the problems and influences.DongFeng-Nissan Passenger Vehicle Company exploits several measures to decrease cultural conflicts, such as formulating guiding principle, transforming organizational structure,building two-way communicative channels and cultivating import and training mechanism of human resource. In addition, this essay summaries the concrete contents of DongFeng-Nissan Passenger Vehicle Company’s cultural reshape and judges the relevent reshape mode. In the end, this article puts forward some constructive suggestions for other joint venture’s culture reshape. The suggestions include conducting enterprise’s culture reshape based on culture synergy, building cross culture team and strengthening cross-culture communication and education and so on. This essay intends to help domestic joint venture automobile companies find competitive advantages from culture diversity perspectives so as to establish company culture that contribute to enterprise’s management.