With Buriram\nUnited, Chiang Rai United and Port FC all in contention, a promotional poster projected\nimages of the three contenders. But there was something very unusual about the\nchosen pictures. They did not show three of the stars of the teams and nor did\nthey feature the head coaches. Instead, the club presidents took centre stage.<\/p>\n\n\n\n
A strange\nmove in many cultures, but apparently perfectly normal in Thailand. A Dutch\nacademic can begin to explain why.<\/p>\n\n\n\n
Renowned\nsocial psychologist Geert Hofstede developed the influential cultural\ndimensions theory to facilitate a deeper insight into cross-cultural\ncommunication.<\/p>\n\n\n\n
While the\ntheory has its critics, these dimensions have helped shine a light on some of\nthe specific behaviours that can be expected in particular countries.<\/p>\n\n\n\n
Thailand,\nlike many East Asian countries, scores high on the Power Distance dimension,\nwhich suggests a hierarchical society in which it is accepted that there is an\nunequal distribution of power. <\/p>\n\n\n\n
In such cultures, it is suggested that \u201cEach rank has its privileges and employees show loyalty,\nrespect and deference for their superiors in return for protection and\nguidance. This may lead to paternalistic management.\u201d <\/p>\n\n\n\n
This brings\nto mind the style of Buriram United\u2019s chairman, benefactor and all-round big\nboss \u2013 not just of the football club, but of the province of Buriram as a whole.<\/p>\n\n\n\n
In other cultures, it is often said that no one is bigger than the club. At Buriram United, it can legitimately be argued that Newin Chidchob is the club.<\/p>\n\n\n\n