Article 1.
Cultural dimensions
(article published in Trotter Magazine, Philippines)

INTERNATIONAL BUSINESS

The cultural dimension

Eight simple steps to improve your effectiveness for doing business in different cultures

Article © by Dr David Freemantle

 In this first article for Trotter Magazine the UK 's Dr David Freemantle, best-selling business author and international expert on customer service, leadership and motivation takes a look at the complexities of culture in the international business arena and provides eight simple steps to help business improve their cultural effectiveness when traveling

 Travelling across international borders and doing business in different cultures presents a range of fascinating challenges. As a European who frequently presents 'motivational customer service' seminars in Asia I am frequently asked about cultural differences and the impact these have on motivation and customer service.

 Yet this question actually begs anothers question of what we actually mean by 'cultural differences' and (in this case) by ' Asia ' and how 'Asian culture' is different from European or American culture. Thus when we purchase a cappuccino inStarbucks in Greenbelt, Makati, Philippines are we experiencing through the behaviour of the baristas there (i) Filipino culture (ii) Asian culture (iii) American culture or a certain generic globalised culture?

 Walk along Orchard Road in Singapore and you will see thousands of young people wearing the latest designer jeans, Nike shoes and with Nokia cellphones stuck to their ears. Is this Asian culture? You will see the same in Oxford Street , Londonand increasingly in Wanfujing Street , one of the main shopping streets in Beijing .

So what is Asian culture and how is it different from (say) European culture? Asia itself is a vast land mass (plus many islands) comprising approximately forty countries whose people practice any one of nine different religions. Some of these countries have historically been colonized by the British, French, Spanish or Dutch whilst others, such as China , Japan and Thailand have not been colonized at all. The influences on Asian culture is thus wide-ranging and very disparate and coupled with the all pervasive influence of American globalization (through for example McDonalds, Starbucks and Microsoft) it would be dangerous to 'stereotype' the values and behaviours of any one Asian country into a simplistic set of cultural traits. Thus I have experienced warmth, friendliness and kindness in every one of the sixty countries I have visited in the world and virtually at the same time experienced the opposite from fellow citizens of the same country.

In other words 'culture' is complex and dynamic (ever developing) and no one person can profess to know and understand the diverse nuances of behaviour to be expected in visiting any one country on business - unless that person is very frequent visitor. Thus how a person is greeted in one country varies enormously from another, it can involve (i) a simple shake of the hand (ii) a specific grip of the hand with the thumb pointing upwards (iii) one kiss or the cheek (iv) two kisses (v) three kisses or even (vi) four kisses. The same with the way we present business cards, accept hospitability and gifts as well as conduct conversation. Practices vary enormously. In certain countries I would not dream of making eye contact with a woman - whilst in other countries it would be deemed bad manners not to do so.

Despite these complexities there are eight simple steps that any wise business person can take to ease his or her way into the culture of that country without fear of offense. These steps are as follows:

1   DO YOUR HOMEWORK

Before visiting a country you have not done business in previously devote some time to reading about that country, learning about its customs and also chatting to people you know who have visited that country. Glean as much as you can from their experiences and take their advice.

2   OBSERVE THE BEHAVIOUR OF LOCAL PEOPLE

On arriving in a new country allow the local people to take the initiative in the way they greet you and behave with you. Observe these behaviours very carefully and learn from them. This way you will absorb the culture rapidly

3   BE CURIOUS: LISTEN AND LEARN

When with local people be curious. Take an interest in their country by asking innocuous questions and paying careful attention to their responses. Most people are proud of their country and are happy to talk about it. Learn from this. However in asking questions it is wise to avoid religion and politics, especially with someone you do not know too well

4   ASK ABOUT CULTURAL DIFFERENCES

Over a coffee or a meal ask local people for their perceptions of cultural differences. A question I frequently ask is: "I am really interested in the culture of the country and your views on how it differs from (say) America , Australia or Africa ." This will make the person feel important - because you are seeking his or her expertise and advise, and it will also flush out the cultural factors and differences that this person perceives as important.

5   SEEK OUT POSITIVES

All countries in this world (with perhaps a few rare exceptions) have many positives about them. When I visit any country I tend to ignore the negatives and focus on the positives. Having identified the positives I try to reflect these back to the people I am doing business with it. For example I might say "Compared with my own country I find the people here so friendly and so helpful." What I will not say is "Compared with my own country I find the people here so inefficient and unreliable".

6   BE HUMBLE

One of the big dangers in traveling is to make the assumption that "we know best". We assume that because we are traveling on business we are important because we are visiting a country to provide answers (to their problems). Displays of such arrogance will alienate people. Far better to be humble and reveal a willingness to learn and be helped by the experts in the country you are visiting

7   BE FLEXIBLE

A major skill in doing international business is to keep an open mind and to be flexible. This means avoid fixed rigid mindsets where you insist on doing things your way. It is critical to adapt to the local situation and demonstrate various degrees of flexibility on pricing and timescales.

8   NEVER REFUSE ANYTHING

This is where personal sacrifice comes in. I have arrived in certain countries tired and jet-lagged only to whisked off to a banquet and a major entertainment presented on my behalf. I have been presented with gifts of such a size and weight that I struggle to get them into my luggage for my return - and fear for the excess baggage. But I never refuse. Unless I am genuinely ill (which is mercifully rare) I never say 'no' to any suggestion from my host.

Overall doing international is a voyage of discovery. Every day you can learn something new about the culture of a country and these lessons can enhance your business prospects. That is what makes international business so fascinating.

THE AUTHOR

Dr David Freemantle is a leading international expert on customer service, leadership and motivation. He travels the world presenting seminars on these subjects. He is also the author of 14 best-selling business books which have been published in 19 different languages. Prior to founding his own company Superboss Ltd he was on the board of a major airline. He is based in Windsor , UK .

He will next be in the Philippines and Singapore in November 2005 where he will be presenting his much acclaimed BUZZ seminar and also his highly stimulating LEADERSHIP seminar.

He welcomes contact from readers at his e-mail address: team@superboss.co.uk

ARTICLE COPYRIGHT © Dr David Freemantle