On the Qualitative Research Approach and Application of the "VTIO" Model Based on Cultural Differences A Case Study of Changan Ford Mazda Automobile Co., Ltd

In the context of globalization, cultural differences resulted from diverse cultural backgrounds have formed a main influential factor in the development of joint ventures. Using a qualitative research approach, this paper first establishes the "VTIO" model, which serves as a model for analyzing cultural differences. Production mode is set to the center of the "VTIO" model. The core of culture is concluded as "sentiment, ethics and law". V (value), T (thinking mode), I (interpersonal relationship) and O (organizational behavior) are considered as representations of culture. Based on the "VTIO" model, the paper comprehensively studies the typical examples of cultural differences among China, the US and Japan from the abovementioned four aspects of cultural representations. Furthermore, a case study of Changan Ford Mazda Automobile Co., Ltd is presented in this paper with an analysis of the representations of its corporate culture. Finally, this paper proposes some relevant coping strategies regarding cross-cultural management, providing some suggestions for cross-cultural management in Sino-foreign equity joint ventures.