Building Bridges - page 3

Cultural Differences in Business  

Global interdependence continues to increase enormously as does the challenge that confronts organisations in seeking to achieve mutually acceptable and beneficial outcomes in culturally diverse regions.  It is essential that leaders of such organisations as well as their staff become educated and oriented to global differences if they are to survive in an increasingly competitive commercial  environment.

In the globally expanded business environment of the 21st century, cultural intelligence is required. ^[10] A culturally intelligent business person is one who

1.    Recognises that different cultural groups conduct business and organise themselves in ways that are uniquely their own.  This is even more the case when such groups are abroad.

2.    Appreciates why this is so.

3.    Has the ability to influence people and organisations having different cultures from one's own in ways that are respectful of their cultural codes while being mutually beneficial.

4.    Has or acquires at least a second language and a feeling for the cultural attributes of that language.

5.    Acknowledges the different degrees of familiarity or deference due to different cultural groups.  A business meeting with Americans may be conducted in a fairly easy-going environment; this is unlikely to be the case in a meeting involving, for example, a Japanese team.

6.    Is able to distinguish between cultural myths and current realities.   This is of importance in respect of both his own culture and that of others. 

7.  Remains flexible to change in the global business environment, acknowledging that past strengths can be future weaknesses.

What needs to be learned? 

The first thing to appreciate is that you are not in a “foreign” culture.  YOU are the foreigner.  Your own culture is the “foreign” culture. One of the biggest mistakes you can make is to try and do things the way they are done at "home" rather than learning and adopting the methods by which they are done in the country in which you are a guest.  

Most cultural misunderstandings result from failure to acknowledge differences in culturally based communication styles.  There is no such thing as a universal form of communication. We do not all communicate in the same way; we do not obey the same set of rules; we do not use the same body language styles.  Many of the simple gestures we make can be completely misinterpreted by someone from another country. Committing  a cross-cultural gaffe may be rewarded with silence or anger and will almost inevitably diminish one's credibility.

(With acknowledgements to 1000ventures.com)

Desmond Morris, in a book devoted entirely to the origins and interpretation of gestures^[11], describes how 20 key gestures are capable of completely different meanings in 40 European countries.  Undoubtedly they might be even more misunderstood if the sample were extended to the rest of the world.   A simple finger tap to the side of the head can mean "Stupid!" in one place and "Brilliant!" in another.  The meaning of a gesture towards oneself with fingertips can vary from "Come here" to "Go away"!

There are a number of essential questions to which all people choosing to live or work in a “foreign”* culture would profitably learn the answers.

►  How should people of various ranks be addressed? 

►  When is it acceptable to use first names? 

►  Should you address others by their official business title?

►  How should business cards be exchanged?

►  What about gifts?

►  What gift is appropriate and when should it be presented?

►  How important is punctuality?

►  What is the length and time of the appointment?

►  If dining is involved, what is appropriate as far as food and beverages?

►  What about entertaining--should business be discussed?

►  What clothing is appropriate to wear on differing occasions?

►  Who picks up the tab?

►  Are there specific table manners that need to be observed?

►  How does body language differ in this culture?

►  When is direct eye contact appropriate?

►  What kinds of gender differences in body language need to be respected?  

^[10]  We recommend Brooks Peterson's book Cultural Intelligence, reviewed in the Book Review section of this issue of Nurturing Potential.  Click here for the review.

^[11]  Gestures by Desmond Morris, Jonathan Cape, 1979

LINKS TO SITES OF INTEREST

http://www.media3pub.com/usbank/articles/culture.html - Appreciating Cultural Differences Makes Good Business Sense by Carolyn Luesing gives some good examples of cross-cultural gaffes to be avoided.

http://www.class.csupomona.edu/colorfulflags/index.html - the Colorful Flags website has some excellent suggestions for breaking-down cultural mistrust, with emphasis on the use of language.  The site is a rich source of associated articles.