When do we have time to consider time? :: Business and Management Studies

When do we have conviction to consider time?clock is EverythingCulturally SpeakingWe never have enough time. Its flying, wasted, or spent. Inmarketing, we strive to be punctual for meetings and deadlines. Sowhen do we have time to consider time? For culturally sensitivemarketers, time is key. When we look to establish an emotional linkwith a Latino consumer, we must consider the elements of culturethat chasteness values, thoughts, and behaviors and time is whizz of thesedimensions that provides the nesting place for archetypes to takeroot.1Westerners tend to view time as linear. We see events in a straightline, with each successive doing following another. Many othercultures see time not as monochronic, but polychronic, which ischaracterized by events occurring simultaneously. The famousanthropologist, Edward T. Hall, conducted extensive research ofmonochronic and polychronic cultures found that culturalmiscommunication is practically the result of not understanding thedifferen t structures of scheduling or managing time. Hall concludesthat monochronic cultures (primarily North America and NorthernEurope) emphasize schedules, punctuality, and preciseness. Monochronic cultures emphasize doing things, productivity, andgetting things done one time. Time should be managed and plannedand not wasted.2A polychronic view of time, according to Hall, is primarily in LatinAmerican, African and Native American cultures.3 When consideringother Hispanic archetypes, this is logical. Hispanic cultures aremore likely than Anglos to believe that nature and the supernaturalcontrol their lives.4 Therefore, time is associated with naturalrhythms, the earth, and seasons. It is not manipu noveld, but with ahigher power, and then it can be spontaneous or sporadic. Thereis more valued placed on being than on doing.5Now of course this view is over- everydayized and simplistic. Levels ofassimilation, occupation, and general demographics may all effect thedegree of truthfulness in t his assumption. Time can be a veryindividualized concept, which I proved arriving late to an interviewwith my Hispanic friend, Juan. He was born in Costa Rica, andimmigrated to the United States when he was fourteen. He is nowtwenty-one and a college student. I sought to descry out how he viewedtime in Latin American versus the United States. Juan told me he was not offended by my tardiness, and asking why, hereplied, Maybe you were talk of the town to friends or family. Thisunderscores another important dimension, the importance ofinterpersonal relationships in the Hispanic culture. Juan explainedthat when Americans travel to Costa Rica, they adjust to Tico time,or the timing of Costa Ricans. He described Tico time as much morelaid back, and without rush. He made a clear distinction, however,between this attitude and procrastination.