Results of Poor Cross Cultural Awareness Tuesday, 19 April Cultural Awareness Culture Matters Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences. It is crucial for today's business personnel to understand the impact of cross cultural differences on business, trade and internal company organisation. The success or failure of a company, venture, merger or acquisition is essentially in the hands of people. If these people are not cross culturally aware then misunderstandings, offence and a break down in communication can occur.
If the people in charge of these ventures are not aware of the impact of their behaviors on cross-cultural relations, the misunderstandings, hurt feelings and communication errors that occur often will cause serious damage to those efforts.
Language Issues A brand name that conjures images of quality and reliability in one language may have serious negative connotations in another. An Iranian razor manufacturer used the brand name "Tiz," the Persian word for "sharp," to illustrate the quality of its product.
When the company began exporting the razors to nearby Qatar, they learned that "tiz" was the Arabic slang word for "buttocks," which the Arabic-speaking residents of Qatar found highly offensive.
Sales of the razors plummeted and the Iranian manufacturer lost money on the failed marketing campaign. Respect and Hierarchy Different cultures also have different contexts for displaying respect to superiors and receiving deference from subordinates. One American office manager took a similar position in an office in Seoul, South Korea.
The manager expressed discomfort at the deference that his subordinates paid him, so he told them to treat him as an equal. The lack of deference led to a breakdown in discipline and professionalism, with employees wasting time in casual conversation. The office lost so much productivity that it was nearly shut down and the supervisor was reassigned.
Relationship-Centered Many Western nations use rule-centered approaches to building business agreements and settling disputes.
In Eastern countries, entrepreneurs rely more on establishing individual relationships with their business partners, rather than depending on lengthy contracts and teams of attorneys.
For example, when the leaders of one American firm met with a potential Japanese partner, the Americans presented a page contract at the outset. Since the Japanese leaders felt that the Americans did not take the time to establish a relationship with them, they refused to read the contract and cut off the negotiations.
Religious Images One of the most sensitive touchstones to any culture is its religion. The misuse of religious iconography can damage a company's image with those customers. During the World Cup, bottles of Heineken beer displayed the flags of all the participants in soccer's biggest tournament, including Saudi Arabia.
The country's flag shows a verse from the Quran, Islam's holy book. The Quran forbids the use of alcohol, so thousands of Muslims registered complaints with the brewer for displaying the verse.Poverty is the scarcity or the lack of a certain (variant) amount of material possessions or money.
Poverty is a multifaceted concept, which may include social, economic, and political elements. Absolute poverty, extreme poverty, or destitution refers to the complete lack of the means necessary to meet basic personal needs such as food, .
Results of Poor Cross Cultural Awareness Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences.
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