| Globalisation, internationalization, trans-border trade | | | | ideal scenario is that the main people behind a |
| and cross cultural business are all terms that have | | | | company either know or learn a language. |
| been coined over the past decade(s) to reflect | | | | However, this is not easy. An alternative solution |
| the reality of the world economy. Although | | | | is having staff who can speak to foreign clients |
| international trade has long been in operation, the | | | | on the phone or via email in their own language. |
| scale, frequency and speed at which it is | | | | This capability dramatically increases the revenue |
| conducted today is incomparable.Growth and | | | | potential of any business.Cultural |
| success in today's global economy depend on | | | | Awareness:Cultural awareness or cultural |
| being able to trade internationally. However, | | | | intelligence is increasingly being viewed as a critical |
| although the larger multinationals of the world | | | | skill in securing success on the international stage. |
| have no trouble doing so, smaller companies, such | | | | With more people from culturally diverse |
| as exporters, have struggled to make an impact | | | | backgrounds meeting within the business |
| and benefit from the new world order. This is | | | | environment, clear and effective communication is |
| because cross cultural solutions are not being used | | | | necessary between them. Although in many |
| to address cross cultural obstacles to their | | | | cases a common language may exist, usually |
| success.This article offers first time exporters and | | | | English, culture can and does still cause |
| SME's some initial advice on how to capitalise upon | | | | problems.The business world is littered with cultural |
| cross cultural solutions. It will look at the two key | | | | gaffes that have had negative consequences. |
| areas all companies must address to crack foreign | | | | Take the case of the American manager who |
| markets - language and cross cultural | | | | shouted at Indonesian staff and was duly chased |
| awareness.Language:The use of language is critical | | | | with axes or the Australian executive who planted |
| to cross cultural success in two distinct ways. The | | | | a kiss on his Muslim client's wife's cheek and lost |
| first being the use of written language in materials | | | | his company millions of dollars in business. Not |
| such as leaflets, manuals and websites. The other | | | | having an understanding of cultural differences can |
| is the use of foreign languages to communicate | | | | be a risky business.Although there are many |
| with international clients.TranslationsIf you have a | | | | areas one could learn in terms of cultural |
| product/service that you feel can sell well outside | | | | awareness there are some key points the |
| your country, you need to be able to present it in | | | | exporter or SME must get to grips with. These |
| foreign languages. You should not expect | | | | include areas such as how to meet and greet |
| everyone in the world to be able to read, write | | | | people, the use of names, body language, building |
| and speak English.There are certain key facets of | | | | relationships, giving presentations, negotiating and |
| your business and product/service that must, as | | | | entertaining.With a greater awareness of different |
| a rule, be translated. These include business cards, | | | | cultures a person immediately becomes more |
| company brochures, leaflets, emails, websites and | | | | effective in doing business abroad. Having an |
| of course information about your product such as | | | | insight into how another culture thinks and |
| manuals.Let's look at a couple of these aspects, | | | | behaves allows one to tailor their approach and |
| namely the business card and websites.Despite | | | | hence maximise their potential.Let us take a |
| technological advances there exists one piece of | | | | simple scenario. Two business people travel to |
| paper that remains constant when doing business | | | | China to start talks on a joint venture with a |
| across the world - the business card. When | | | | Chinese company. One goes with lots of |
| travelling abroad for business always ensure you | | | | preparation on their presentation offering concrete |
| translate your business card into the local | | | | statistics, future projections and the like. They |
| language. This gives you two immediate benefits. | | | | have no knowledge of how business is done in |
| Firstly, the recipient will always be able to find you | | | | China. The other takes cultural awareness training |
| as they can understand your card. Secondly, the | | | | and learns not only the protocol of meetings, gift |
| translated business card will always make a | | | | giving and negotiating but also that business in |
| greater impression to the receiver as you are | | | | China depends on guanxi (having good |
| saying, "I respect your language and culture and | | | | connections). As a consequence he contacted a |
| have thought through how to better our | | | | reputable middle man to introduce him to the |
| relationship."The website has now become the | | | | company.Now who do you think would be more |
| most popular point of reference for people when | | | | successful? Clearly the latter as he has learnt the |
| searching for information, services or products. As | | | | rules of the game. Cultural awareness can and |
| internet access improves globally, the number of | | | | does give people real competitive advantage. For |
| non-English speaking internet users increases. If a | | | | the exporter or SME using such cultural |
| business is serious about breaking into foreign | | | | awareness appropriately can pay off in the long |
| markets it is imperative that the website is | | | | run.ConclusionThe common phrase you hear |
| translated into the languages of target areas. At | | | | today suggests the world is getting smaller. This |
| present the languages of choice are French, | | | | implies we are all having an easier time |
| Spanish, Italian, German, Arabic and Chinese. A | | | | communicating with each other. Incorrect. As the |
| translated website is an amazingly economical yet | | | | world "becomes smaller" the opportunity to |
| productive means of attracting foreign | | | | communicate is greater and as a result the |
| custom.Translation is the easy part of getting | | | | challenges this poses are also greater.For |
| your cross cultural plan moving. There are | | | | businesses wishing to genuinely capitalize on |
| numerous translation agencies that can help with | | | | internationalization a well thought out strategy that |
| these services. However, always ensure the | | | | includes a cross cultural element must be drawn |
| translation agency is an established and recognised | | | | up and implemented. Competition is great and one |
| firm.Speaking a Foreign LanguageCommunication is | | | | of the easiest yet most effective ways of |
| the fundamental starting point for any business | | | | getting ahead of the rest is to use language and |
| relationship or transaction. If a common language | | | | cultural knowledge to your advantage.Neil Payne is |
| does not exist the chances of any successful | | | | Managing Director of Kwintessential - a London |
| business occurring is slim.Businesses now more | | | | based cross cultural communications consultancy |
| than ever need to invest in multilingual staff. The | | | | working with businesses to trade internationally. |