When doing business abroad, achieving your objectives with clients or other business partners requires their understanding and goodwill. This is where cultural sensitivity plays a crucial role.
The importance of understanding cultural norms
- Communication is a two-way process. It begins with empathy and understanding the other party. When you understand their perspective, you know what to say and what to avoid.
- You might hope that the other party understands your culture. However, it’s often easier to learn about another culture yourself than to teach your own culture to others. Even if you want to share your culture, you can only do so effectively if you understand where the differences lie.
How cultural sensitivity helps to generate business
By understanding your potential customers, you can effectively sell your products and services. Gaining insight into your customers allows you to make your company, products, or services more popular, which helps in building lasting relationships. Similarly, by understanding your suppliers or other business partners, you can secure favorable deals and establish long-term relationships.
What are setbacks due to insensitive approach towards culture?
- You may become frustrated while your business partners believe they are doing something positive.
- Your business partners may become upset while you think you are doing the right thing.
- Misunderstanding your business partners can lead to mistreatment, even according to their own cultural standards.
- In a problematic situation, the only solution might be to cancel the cooperation. However, with mutual empathy, finding a resolution could be much easier.
Relevance of understanding local & global traditions, customs and forms
First, recognize that:
- Powerful groups often impose rules on weaker ones.
- In any given situation, a different group may have the power to impose norms.
- Even “global standards” (such as Human Rights) can vary by country, as different priorities may lead to differing interpretations and applications.
That implies that:
The most peaceful solution is to adhere to the established rules, traditions, and customs.
Ignoring the established rules for a particular country or situation may lead to a new “power struggle.” Be aware of the potential consequences of such a conflict.
Even if you are in a strong position, engaging in conflict might not be in your best interest.
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- The most peaceful solution is to adhere to the established rules, traditions, and customs.
- Ignoring the established rules for a particular country or situation may lead to a new “power struggle.” Be aware of the potential consequences of such a conflict.
- Even if you are in a strong position, engaging in conflict might not be in your best interest.
