CULTURAL DIFFERENCES: IS IT A CHALLENGE FOR BUSINESS WORLD? (ending)
Religion and values
North Americans can be used as an example. They think that if you work hard and achieve success, you will find favour in the eyes of God. They tend to assume that material comfort is a sign of superiority, that the rich are a little bit better than the poor, that people who work hard are better than those who don’t. They believe that money solves many problems. They assume that people from other cultures share their view. In fact, many societies condemn materialism and appreciate a carefree life-style.
The idea of role and status
Culture dictates the roles people play, including who communicates with whom, what they communicate and in what way. In many countries women still do not play a very prominent role in business. As a result, female executives from Belarusian firms may find themselves sent off to eat in a separate room with the wives of Arab businessmen, while the men all eat dinner together.
Decision-making customs
As for decision-making customs, Greece can be a good example. There making deals slowly, after a lengthy period of discussion, spending time on every little point is considered a mark of good faith. A Greek executive assumes that anyone who ignores the details is being evasive and unreliable. As for Belarus decision-making process here is very bureaucratic and entails dozens of documents to be signed. That’s why decisions are not always taken in time.
Perceptions of time
Differing perceptions of time is another factor that can lead to misunderstandings. An executive from Latin America attaches one meaning to time, while an executive from United States attaches another.
Let’s say that a salesperson from US calls on a client in Mexico City. After spending 30 minutes in the outer office, the person from Belarus feels angry and insulted, assuming, “This client must attach a very low priority to my visit to keep me waiting half an hour.” In fact, the Mexican client does not mean to imply anything at all by this delay. To the Mexican, a wait of 30 minutes is a matter of course.
There’s another interesting fact. The Japanese, knowing that North Americans are impatient, use time to their advantage when negotiating with them. This is expressed in such a way: “You Americans have one terrible weakness. If we make you wait long enough, you will agree to anything.” :)
Language
Turning to language it should be said that if you deal closely with foreign companies you’d better pay particular attention to accurate translation, so that you were understood correctly. Sometimes the translations aren’t very good. For example, the well-known slogan “Come alive with Pepsi” was translated literally for Asian markets as “Pepsi brings your ancestors back from the grave”. 
The results were unfortunate.
Social behaviour and manners
The last difference is social behaviour and manners. Let’s say that a Belorussian businessman going on a foreign business trip to Germany. He has a meeting with a Marketing manager, a woman. In order to establish a business relationship with her, he is giving a woman a red rose. Though he’d better not, as far as it is considered a romantic invitation in Germany.
It goes without saying that we may never completely overcome linguistic and cultural barriers, but we can communicate effectively with people from other cultures if we work at it. Some tips for successful communication can be suggested here.
The best way to prepare yourself to do business with people from another culture is to study their culture in advance. Reading books and articles about the culture and talking to people who have dealt with its members, preferably people who have done business with them can be very helpful. You should concentrate on learning something about their history, religion, politics, and customs, without ignoring the practical details either. In that regard, you should know something about another country’s weather conditions, health-care facilities, money, transportation, communications, and customs regulations. You should also find out about a country’s subcultures, especially its business subculture. Does the business world have its own rules and protocol? Who makes decisions? How are negotiations usually conducted? Is gift giving expected? What is the appropriate attire for attending a business meeting?
Some companies are really worried about the problem of cultural differences. That’s why they are trying to deal with this problem but not avoid it. In some large ones Human Resources Department is already organizing intercultural training. It can also be a good practice to adopt an international code of intercultural business communication. This will result in better communication, closer contacts and more ethical decision-making worldwide.
<:3 )~~~