Taking Your Organization Global
More
Than Just Translation
In today’s global economy it is more imperative than ever
before to make sound decisions based on research and best practices before
taking your organization global. As the prospects for continued growth
diminishes in the United States and Europe, companies must look to other
regions, such as the Middle East and China, for future growth, brand
development, and profits.
Preparation, as well as the knowledge and acceptance needed
to truly embrace another culture, are critical if you don’t want to waste money
and/or make a fool of your company and product. This means that not only do you
have to professionally translate all your company’s materials--from HR and marketing
to the software that may drive your product--but you must also acquire the
cultural awareness related to every aspect of your company’s internal and
external messaging, This messaging also includes your employees’ behavior.
Consider how long it took you, how many meetings and how
many technical writers, perhaps even focus groups, to craft and hone your
company’s message and image. Take the
same kind of care with your selection of a translation company because your
target customers will only see the translation, not the original.
There are 5 key cultural factors to keep in mind when
planning for international expansion:
·
When in
Rome… – Make yourself aware, region
by region, what the behavioral norms are, so as not to offend people from the
host country. For example, never use your left hand to serve yourself in a
Muslim country; do not expose the sole of your shoe when sitting down in the
Middle East, and in Korea be prepared to socialize into the night as part of
ramping up to negotiations.
·
Managers
Need Help Too – Global employees
need tools that allow them to maneuver among cultures. Making them aware of the 7 cultural
dimensions that constantly come into play is a good place to start. See Cultural Dimensions Theory
·
Negotiating
Across Cultures - Buying and
selling across cultures requires a set of skills that probably are different
than what you’re used to. Training employees and helping them become attuned to
the cultural subtleties the other side expects when engaged in negotiation is
key. For instance, in many cultures discussion of price is never the first
consideration. Whereas with Americans, price is typically the opening salvo.
·
Don’t
Break the Speed Limit - Communicating
with people who come from a culture where hierarchy is strong, directness is
avoided, and time management is
non-existent represents its own set of challenges. Adjust your communication
pattern to click with your interlocutors.
·
First
Impressions Matter - The way we
dress, the way we sit, the way we shake hands sends a specific message. Think
of your first meeting as a job interview and get this opening impression
right. Across cultures, it is of utmost
importance to play the part and display the correct level of respect through
non-verbal cues.
To be sure there are many other facets of taking your
organization global but an understanding and implementation of the key points
listed above will benefit you in countless ways.
Jeff Williams
PTIGlobal
Email
Website
