“How the differences in
culture,
affects the international
trade business”
by Paulina Moreno
We are always thinking in ways of make more money, I
mean we are always looking for new business, most of the times we do not care
if it is outside or inside our country if we get what we want but is it so
easy?
People behave differently across the globe, even with
face with similar situations, but apart of the distances, what accounts for
these differences? The answer is Culture, politics, laws and economics. All
these factors can affect a business venture until the point that missing one of
them can make the company fail.
International business is different from domestic
business because as we said countries are different. And It is very important
for business people to understand how to communicate with their counterparts in
other countries or best said in other cultures. Specifically cultural factors
can help firms based in such countries achieve a competitive advantage in the
world economy, for example, some observers have argued that cultural factors
have helped to lower the costs of doing business in
So What is culture?…Culture is the acquired knowledge
that people use to interpret experience and to generate social behavior .
Culture is shared by members of a group , organization or society . Through
culture we form values and attitudes that shape our individual and group
behavior . Culture is learned through
both education and experience, it also passed from one generation to
another, so it is enduring.
Even though Culture seems to be a logical situation to
consider, huge firms have failed in their attempts to enter in other markets, I
mean companies such big as Disney which
found many obstacles to rich the success in
So as we can see It is not such an obvious thing or at
least not everybody had realized about the Culture importance. Even products
that seem “universal” may need to be adapted for international markets. This is
the reason that made me interested in to this topic, as well as that the
cultural thing is what I must like of what I am studying, marketing.
For doing business in other countries we need across cultural
literacy in order to reach our goals successfully. By cross-cultural literacy,
means an understanding of how cultural differences, both across and within
nations, can affect the way in which business is practiced. In these days of
global communications, rapid transportations, and global markets, when the age
of the global village seems just around the corner, it is easy to forget just
how different various cultures really are. However, deep cultural differences
remain. The cross cultural literacy is extremely important. Without it managers
may make mistakes that might waste the commercial opportunities.
As I said culture involves lots of aspects like:
aesthetics, values, attitudes, manners and customs, social structure, religion,
personal communication (unspoken language), languages, and education, every one
ness important as the others, but what is culture?
There are many differences between two countries and
even between two regions in the same place, for instance, while in one country
US the main meal is commonly around 6:00 p.m, in Mexico it is taken around 2:00 or 3:00 p.m , as the same as in US
people usually shop in large supermarkets, in Mexico we prefer to buy in local
markets ( called “tianguis”) although there are lots of supermarkets. But which is good and which is
bad, the answer is both, we do not know which is the best option,
because it depends of your customs. Simply people follow their regions habits.
Ok we have realized about the differences in culture,
now what is the big problem with it? Well one of the important aspects in this
topic is one named ethnocentricity. What is ethnocentricity means?
According to the Britannic encyclopedia It is the belief that one’s own ethnic
group of culture is superior to that of others, the thinking that one way of
doing things is better or superior to that of others. It causes people to view
other cultures in terms of their own culture causing them to over look
important human and environmental differences among communities.
But how does ethnocentricity affects the international
trade? Well this concept may complicate or make easier the relation between
nationalities, because sometimes each one tries to impose their way of doing
something and vice versa making difficult to establish labors or business
relations.
Another aspect is the
language, it is senior to culture because it is used to transmit information
and ideas. Knowledge of the local language can help in permitting a clearer
understanding of the situation. With direct knowledge of a language, a business person does not have
to relay on someone else to interpret or explain. Also language provides direct
access to local people who are frequently more opened in their communication
when dealing with someone who speaks their language. An understanding of the
language allows the person to pick up particular points of view, implied
meanings, and other information that is not literal. So language helps to understand the culture
better. But we have lost of languages
around the world, so what to do?
Particularly
in the business aspect, sometimes people decide to choose a lingua franca[3]
to communicate and most of the times it is the English, but why the
English is another topic.[4]
We also have the unspoken
language which means to communicate by hands gestures, facial expressions,
physical greetings, eye contact and the manipulation of personal space, and it
is very important at the moment of make
business because as we know one main point to close treats between people is be
an easy going people, and maybe while ones belief that we are saying
“thanks” the other receives it like bad manner.[5]
The same thing happens
with religion, it is the reason of many business
breakers. Religion may be define
as a system of shared beliefs and rituals that are concerned with the real of
the sacred [6].
The relationship between religion an society is subtle, complex, and profound.
While there are thousand of different religions in the world today, six
dominate: Christianity, Islam, Hinduism, Buddhim, Confucianism, Judaism. The
importance of this one is that most of the human values often derive from
religious beliefs, so, different
religions take different views of work, savings, and material goods.
Understanding why they do will helps us to understand why companies from
certain cultures are more competitive that companies from other cultures. It
also helps us to understand why some countries develop more slowly that others
do. Knowing how religion affects business practices is specially important in countries with
religious governments.
How can
religious principals could affect the penetration of certain product or
company? For instance in some religions the alcohol is forbidden, so it is not
necessary to point that selling Tequila in those countries will cause a sure
failure.
Another
example would be certain religious
groups that do not eat meat because of its beliefs so Mc Donals would never
enter in to that markets, but it would be an advantage to companies which
develops vegetarian products.
When making
business we also have to think in education
which influences many aspects of culture. Educated people read more and
have a much better understanding of what is happening in the world.
Additionally higher rates of literacy usually result in greater economic productivity
and technological advance. Education also helps to provide infrastructure
neither for developing managerial
talent.
One of the
most common gauges of education is formal schooling or formal education that is
the medium through which individuals
learn many of the languages, conceptual, and mathematical skills that are
indispensable in a modern society.
Education also
includes values and attitudes, both are
learned from role models, including parents, teachers, and religious leaders,
and they differ from one country to another because they are formed within
cultural context.
Values are
Ideas, beliefs and customs to which people are emotionally attached, another
definition says that values are basic convictions that people have regarding
what is right and wrong, good and bad, important and unimportant[7]
. So values have to do with concepts
use in business such as
honesty, freedom, responsibility, between others. Values are important to business because they
affects a people’s work ethic and desire for material possessions. For example
while in certain cultures the hard work and material success is important in
others is more important a modest life style and leisure. Because values are so
important for every group the influence of values from others cultures can be
hardly resisted. For instance Muslims believe that drugs alcohol and certain
kind of music and fashion are against his religious beliefs and values .
But what about
attitudes? Attitudes are positive or
negative evaluations, feelings, and tendencies
that individuals hold toward objects or concepts, the attitudes that
emanate from values influence directly international business. There are
different kind of attitudes that influence in the international trade
business like:
Attitudes toward time:
There are different perceptions about the handling of time, between certain
countries for instance in
Also when
doing business in another culture, it is important to understand peoples manners and customs. A minimum
understanding of both themes is needed to avoid making mistakes or offending
people. In depth knowledge, improves the ability to negotiate in other
cultures, market products (to make them
effective) , and manage international operations.
Manners are the
appropriate ways of behaving, speaking and dressing in a particular society,
for example, in Arab cultures one does
not extend a hand to greed an older person unless the elder first offers the
greeting, if a younger person goes first this would be considered a bad manner,
another examples: in Latin countries It is acceptable to show up late for a
party, while in England and France punctuality is highly appreciated. In many
western countries, it is acceptable to talk about business when playing golf
while on the contrary in
Customs are common or
established practices which
dictate how things are to be done in specific situations[8]
, for example sharing food gifts during the Islamic holy month of Ramadan
is a custom, as is the Japanese tradition of throwing special parties for young
women and men who turn age 20. We now define two types of customs and how
instances of each vary around the world.
Customs also dictate the way that companies advertise and market their
product. For example in US orange juice is advertised as a breakfast drink, but
in France it is sold as a refreshment because the French do not drink orange
juice with breakfast.
But that’s not
all, we also have to care about what we
call aesthetics, it is what a culture
considers to be in “good taste” in the arts (including music, painting, dance,
drama, and architecture), the imagery evoked by certain expressions, and the
symbolism of certain colors.
Aesthetics are
important when a firm considers doing business in another culture, because
big mistakes can resulted from selecting inappropriate
colors for advertising, product packaging, and even work uniforms, for
instance, the color green is a favorable color in Islam and adorns the national
flags of most Islamic nations; these results in product packaging that is often
green to take advantage of these emotional attachment. On the other hand,
across much of
All
that you have read is very interesting but , how and why people from various cultures behave
as they do?
The
must famous study of how culture relates to values in the workplace was
undertaken by Geet Hofstede, who collected data on employee attitudes and
values for over 100 000 individuals. This data enable him to compare dimensions
of culture across 40n countries. Hofstede isolated four dimensions that he
claimed summarized different cultures.
Hofstede´s four dimensions are: power
distance, uncertainty avoidance, individualism and masculinity.
Power distance is the degree to which less powerful
members of organization and institutes accept the fact that power is not
distributes equally. Uncertainty avoidance is the extent to which people
feel threatened by ambiguous situations and had created institutions and
beliefs for minimizing or avoiding these uncertainty. Individualism is
the tendency of people to look after themselves and their immediate family
only. Masculinity is the degree to which the dominant values of a
society are “success, money, and thing”, in contrast with femininity which is
the degree to which the dominant values of a society are “caring for others and
the quality of life”
Hofstede´s
results are interesting for what they tell us in a general way about
differences between cultures. Many of Hofstede´s findings are consistent with
some standard western stereotypes about cultural differences. For example,
finding Americans are more individualistic and egalitarian than the Japanese
(they have a lower power distance), who in turn are more individualistic and
egalitarian than Mexicans, might strike many people as having a reasonable
amount of face validity. Similarly many might agree that Latin countries, such
as
Nowadays
the entire world is involved in this phenomenon called GLOBALIZATION; this term signifies that, the whole globe is gradually integrating in
the main aspects such as economic, laws, culture, politics, language, etc. So
we are arriving to the state that Alvin Toffler named “Global Village” where
the dimensions planet are altered by all
the technological advancements in many aspects as communications, the new
political divisions, the free trade agreements, etc, and now the world seem to
be smaller making that every event that happens in any part of the earth will quickly affects the rest of the world.
This
globalization is changing or transforming the cultural patterns and thus way
there are surging new attitudes and customs
Trading
is not the exception, we are trying to unify the way of doing and manage
negotiations, and everyday a raising number of firms are trying to place their
goods and services in foreign countries to expand their activities, in order
to, increase the benefits and their competitive level. But can we really do it?
Due
to this fact , day by day, makes necessary to have a more detailed knowledge of all the cultures around the world,
understanding the way of life of these
other countries and learning how, where and when to penetrate in to these
global markets, considering the way that you have to act to make deals with
those countries, reducing the risk of failure and making more possible to
success, because we already know these local preferences of buying, being treat
and working.
So
definitely knowing the cultural aspects of other countries is an advantages,
although this, a question comes to my mind, how possible will be to unify the
world to one way of making business?, Mexico is always trying to follow the US
patrons of living ( it includes working) and as Mexico many other countries
want to be like the big ones (Japan, US, Germany, etc) and as we can see it is not so necessary; we
can better try to understand other
cultures and try to define our self, in other to crate, why not? As a starting
point of some other nations.
When
getting in to another country we do not have to impose a way of doing something
we have to adapt to the environment to
make it works for them and for us.
I took some of my examples from:
- International Business,
A Strategic Managment Approach
Alan M Rugman, Richard M.
Hodgetts
- International Business,
An integrated Approach
John Wild, Kenneth Wild,
Jerry Han.
- International Business,
Competing in the global Marketplace
Charles W. L. Hill
[1] International Business competing in the global
marketplace page: 67
[2] This is just one of thousand of definitions
[3] It is a third or link language that is understood by
two parties who speak different native languages.
[4] If we want to talk about this we should make an other essay about why languages as the Esperanto
did not work.
[5] For example the thumps-up signs vulgar in
[6] N.Goodman, Introduction to socialogoly (N.Y Harper
Collings, 1991)
[7] Cruz and Rugman, New compacts for Canadian
Competitives (
[8] Another definition: Habits or ways of behaving in specific circumstances
that are passed down trough generations in a culture.
[9] International business competing in the global
marketplace, Charles Hill,1997, page 88.
[10] “Mix of cultures”