NASA/DOD Aerospace Knowledge Diffusion Research Project. Use of Communications Sources: An Intercultural Investigation of Practices in the US and Russia

The purpose of this paper is to investigate the impact of U.S./Russian cultural differences in communications among scientists and engineers in applied technology industries. This is important because the advent of perestroika, the breakup of the Soviet Union, and massive moves toward privatization make Russia a potential partner in economic endeavors and, at the same time, a possible competitor in the international arena. Unfortunately the results of U.S./Soviet collaborative endeavors have not always met with expectations. Since 1987, when the former USSR adopted a law on joint ventures, evidence has emerged as to the causes of many failures of these cooperative arrangements. While international strategic alliances face many structural barriers, failures of these cooperative ventures have often resulted from a lack of understanding of the more intangible barrier of major differences in cultural environments between the partners (Cattaneo, 1992). Cultural differences not only affect business operations but also raise questions for scholars and practitioners who have advocated that U.S. management theories apply abroad. Boyacigiller and Adler (1991), Doktor, Tung, and Von Glinow (1991), and Hofstede (1993) observed that most U.S. scholars have continued to export management concepts and practices abroad assuming the concepts were universally valid despite the fact that Western organizational theory has placed little emphasis on factors such as history, social setting, culture, and government (Boyacigiller & Adler, 1991). High technology industries such as aerospace, which includes the cormmercial aviation segment, have characteristics that make the industry an excellent platform to study cultural implications for technical communications. The investigation of this group is worthwhile for several reasons. First, high technology industries are becoming more international and more engaged in collaborative endeavors. Second, the industries are highly dependent on effective innovation diffusion which, according to Fischer (1979), is essentially information exchange. And, third, studies of innovative project management have found that information availability was a critical factor in project success or failure (e.g., Link & Zmud, 1987; Tushman, 1978, 1979). We propose that a gap in the literature exists that centers on whether U.S. paradigms of commnunications behavior apply to other cultures. First, we will explore early findings in the U.S. that held that the choice of an information source was a function of the 'law of least effort' rather than quality (e.g., Allen, 1977; Cuinan, 1983; DeWhirst, 1971; Hardy, 1982; O'Reilly, 1982; Rosenberg, 1967). Second, we will explore the contingency approaches such as that of Tushman (1979) and the later work of Daft and Lengel (1984, 1987), Huber and Daft (1987) and Lengel and Daft (1988) who held that information choice was a function of the nature of the task at hand. A third issue to be addressed is the confounding problem of presumed differences between scientists and engineers in information gathering behavior (Allen, 1977). Finally, we will investigate whether cultural differences cast doubt on the applicability of findings from U.S. situations to other cultures.