The way the world conducts business has rapidly changed over the past several decades. International business, trade and communication have been subject to impressive growth, resulting in a world that appears smaller and is much more connected. In accordance with the increased communication between countries worldwide, there has been a marked increase in the study of international business cultures, and of cultural awareness in general. This article discusses some of the points that must be considered when doing business overseas and/or with any nation or culture that differs from one’s own.
In international business, having an appreciation for cultural diversity is an essential asset. Assuming that all business cultures operate in the same manner, regardless of where they are situated geographically and culturally within the global community, is a significant mistake that could cost any organization valuable business. In order to address cultural awareness in business properly, it is first important to have a thorough understanding of a given country’s cultural background. This understanding should include, but should not be limited to the following: The country’s history, its political makeup and its predominant religion(s). The country’s population, levels of literacy, and its leading industries are also important facts to be aware of. Once this general appreciation has been achieved, specific details on how to conduct one’s self in various situations may be addressed.
Guidelines for appropriate conduct during conversations, business meetings and social gatherings, as well as guidelines for appearance, including how to dress and what facial expressions to wear at any given time, are just some of the specifics that must be addressed when studying international business culture. All of the above-mentioned elements will vary, depending on the country in question. Extensive studies and programs have been developed to address these and other issues, including, but not limited to the Foreign Services Institute, which offers government employee training in cross-cultural communication, and the Geert Hofstede Analyses. These and other resources should be sought out by anyone planning an international business trip. To illustrate the extent of cultural differences in business practice, some specific examples will be provided below:
Acceptable business attire in Japan is an example that clearly illustrates the importance of cultural awareness in business. Because of the great emphasis on the patriarch within Japan’s culture, women must give particular attention to their attire. For instance, the wearing of pants could be construed as offensive to men. Similarly, heel height should be carefully considered, as Japanese businessmen will not appreciate having to look up when meeting a woman. For women and men alike, consideration should be given to the quality of attire, as well as its ability to conform to conservative business standards. Individuality is not highly encouraged within Japan’s business culture, but indications of status and wealth are expected. These facts are reflected in the dress code.
Individuals and companies involved in international business deals would be well advised to make the study and understanding of international business cultures one of their highest priorities. Taking advantage of multiple resources is a helpful way of getting started. In addition, companies may wish to provide training for their employees, to ensure that a unified approach is adopted throughout their organizations.
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