export marketing veikko laine culture when is cultural knowledge particularily important ? -...
TRANSCRIPT
Export MarketingVeikko Laine
Culture
When is cultural knowledge particularily important ?
- Cultural distance is large
- Your business faces hard competition
- The customer is experienced and knowledgeable (or NOT!)
- There are only a few external (= international) rules- The customer has a strong decision-power
- When the customer does not understand his need- The longer you intend to work there, joint-venture, construction etc.
- The more complicated your product is
- The longer it takes for the customer to make a decision
- The more you have to interact with many persons/organizations
- The more important the area is to you
Export MarketingVeikko Laine
CultureSuccess in working within different Cultures
KnowledgeUnderstand the Concept of cultureSelf-knowledge, self-esteem, self-awareness Know the host country… …and her Culture…
SkillsIntercultural CommunicationAdaptation SkillsOrganizational Skills
Values & Attitude & Moral CodeModesty, respect, honesty …treat the others as… Personal & professional commitment to your work
Export MarketingVeikko Laine
Culture Values & Attitude & Moral Code
”Do onto others what you wish them to do to you” …”You” are the customer... =>… think that you are actually serving yourself
Be positive. Make an effort to talk, understand and give help. Relate at a personal level, make friends, create social networks.
Show willingness in trying to use the host language
"State of mind": high tolerance of ambiguity non-judgementalopen-minded field-independent
Export MarketingVeikko Laine
CultureBackground :
Facts are the same for everyone in all cultures.
The differences lie in the –interpretations- of these facts!
People are all the time interpreting and choosing sides,
(not logically ?) …and… …making decisions…
Frustration : …mismatch of facts and their interpretations…
Cultural features e.g. :
…norms, values, symbols, rituals, traditions, …what is right / wrong…
What things are noticed ? How are they interpreted ?
What is selected to be presented & how …strength, limits, covered… ?
Knowledge
Export MarketingVeikko Laine
Culture
Universal
Pan-human
Inherent Aquired
Tribe/OrganizationSub-culture
Individual / Personal
All cultures havethe same Base with growth possibilities
Local surroundingand environmentmold and direct
All collectives havesame social & mental
base-structure
Same biologicalbackground
Slow development”Living Being”
…info, power, decisions…
Can quickly adopt to new environments
=> Family, Professional, Organizational, National Cultures
Knowledge
Export MarketingVeikko Laine
Culture
Culture : Model of the world (abstract & material) that is
shared by the members of a society and that play an
enormous role in their understanding of that world and
how they live and behave in it.
Culture is an organic entity like the human body.
If you want to change (improve?) anything in a given culture, be prepared
to spend much - …and even much more, in your endeavours.
It is much easier to change yourself.
Knowledge
Export MarketingVeikko Laine
Culture Skills
Communication & Interaction skills (e.g.):being a good listener pls. check listening
being able to get the message through in a manner that is
adapted to the listener(s) ability to use this information
Relationship skills (e.g.): show interest and empathy to the otherability to show respect and politeness allow the others to “save the face”, keep their pride
Multicultural teamwork skills
Export MarketingVeikko Laine
Culture Comm. & Interaction Skills
Responsibility of the Interaction (Personal &. Professional)
Good-Will, caring
Respect other people
Responsibility of own emotions, thoughts and acts
Hear correct – understand correct (Don´t talk while listening)
Bring up the important issues – honesty (Be discreet, White Lies.. )
Elements
Export MarketingVeikko Laine
Culture Relationships
List of Relationship characteristics
B-to-B, means that the relations are of the type : Network-Network. pls check the DMU.
Co-operation (between everyone) Longevity (hit and run…)
Dependency (network like) Power (misuse…)
Adaptation (learning…) Trust, Risk (both parties)
Close / Superficial (personal/prof.) Formality (legal…)
frequency, regularity, intensity, attraction PERSONAL etc. etc.
Export MarketingVeikko Laine
"...the capacity to adjust personally so that s/he is content and generally at ease in the host culture."
Adaptation
Export MarketingVeikko Laine
Culture Organizational Skills
Ability to interact with people of another culture in a way that earns their respect and trust, thereby encouraging a cooperative and productive workplace that is conducive to the achievement of professional and assignment goals
If you cannot express your plans in writing and No:s, then they arenot clear enough nor accurate AND you cannot estimate the resultsof your work NOR improve your actions
S econ d ary K ey F 1 S econ d ary K F 2 S econ d ary K F 3
P rim ary K ey F ig u res
Export MarketingVeikko Laine
Culture
Export, general
Don´t dream, accept the hard facts !
Costs :
Product idea 1 Unit
Screened product idea 10 Units
Prototype 100 Units
Marketing 1000 Units
To fail to prepare is to prepare to fail !
…export= much, much money, work, time… and REAL JOY of SUCCESS !!
Export MarketingVeikko Laine
Culture
Export, general
To fail to prepare is to prepare to fail !
The most important AND most expensive task of any Marketing is : information distribution
a) From the Customers
b) To the Customers
Most of the culture-related information is non-verbal, implicit…
Export MarketingVeikko Laine
Culture Non-verbal, implicit info
E.g. decisionmaking
West : time… linear (= money), …”logical sequence”…
Far-East : time…, …”holism” & harmony…
Africa : time ?, 1) Human Relations & ”nice” 2) task under work…
Export MarketingVeikko Laine
Culture Non-verbal, implicit info
E.g. China
Ethnic Chinese control 60–100 % of the economies in S-E Asia
Something to think :Something to think :
Guanxi, relationship
Renqing, another currency
Mianzi, keeping face
Baojiang, praising
Some ”rules”Some ”rules”
Nothing is easy
Everything is possible
Western business logic…Project… deadlines… ??
You must persist – things will happen
NEVER show your frustration Patience is everything ”You don´t know China” = they disagree ”New regulation” = …the agreement…”Internal regulation” = you are wrong
”Basically no problem” =
”Yes” = I heard you
BIG PROBLEM
Export MarketingVeikko Laine
Culture Non-verbal, implicit info
The structure of a language ~ the way these users think
Indo-European & Finno-Ugrian
Comparison
Bertolt Brecht : ”Finns are silent in two languages”
How to co-operate with Finno-Ugrian people ?Don´t take silence as negative, …hostility or arrogance
Don´t repeat too often
Don´t interruptDon´t self-celebrate
- honest, helpfull, no structural racism, low hierarchy, organized society technology based thinking, weak service culture, not yet so international
Don´t wait any feed-back
Export MarketingVeikko Laine
Culture Non-verbal, implicit info
The structure of a language ~ the way these users think
What Finno-Ugrians ought to do :
Answer with more than one word ( …Y / N… )
Rehearse small-talk, prepare subjects for one to discuss about -repeat, get enchanted, open up, praise, express your gratitude
SHOW positive interest, …don´t only think, contemplate
Communicate, be expressive
Start using body language, become conscious => rehearse