Do global marketers and sales people need cultural fluency or do generic marketing and sales concepts supersede any differences in approach and attitude found in differing countries around the world?
That is a question I am asked a lot during the learning and development programmes we run for a number of large multi-national clients around the world. I suppose the answer might seem obvious – of course people need cultural fluency and knowledge – but it is a question that generates a lot of debate so I thought it would be good to put down a few of my ideas in a post.
So when clients ask me if global marketers and sales people need cultural fluency, my answer is always an unequivocal ‘yes they do’. But they also need help along the way – you can’t expect people just to pick this stuff up by osmosis. Give them the opportunity to be trained in these areas by people who know what they are talking about. Cultural fluency is a ‘need to have’ not a ‘nice to have’.
Over the past decade, I have worked with some of the world’s greatest international Law Firms and I have been heavily involved with their globalization processes. This has been a fascinating journey and I’ve learnt an enormous amount along the way. Many of the firms have grown from local powerhouses to global super powers and… Read More
Over the years I’ve been involved in a number of major projects where U.S. or European companies have looked to transition work from their home countries to outsourced facilities in India. The drivers behind these projects have been many and varied, but I suppose that cost reduction is always a major component of any such… Read More
A report published by Control Risks titled ‘International Business Attitudes to Corruption’ succinctly highlighted some of the extreme challenges faced by Compliance Officers within global organisations. As regulators increasingly extend their global reach whilst at the same time anti-corruption laws become ever more comprehensive, Global Compliance comes face-to-face with culturally differing norms around the world…. Read More
I really believe this statement is true if any person is to be able to work really effectively across the barriers of culture, language, geography and time. The basic problem is that people are not born with an innate understanding of how business works in areas of the globe they don’t know and maybe have… Read More
It’s probably not a great idea to start a post by appearing to insult most of our clients – so I’d better quickly explain what I mean by calling you WEIRD. Joseph Henrich, Steven J Heine and Ara Norenzayan issued a research paper a few years ago showing that most behavioural science theory is built… Read More
A report published by Control Risks titled ‘International Business Attitudes to Corruption’ succinctly highlighted some of the extreme challenges faced by Compliance Officers within global organisations. As regulators increasingly extend their global reach whilst at the same time anti-corruption laws become ever more comprehensive, Global Compliance comes face-to-face with the often uncomfortable on-the ground reality… Read More
Like it or not, English is the common global language adopted by most international companies. The trouble is that language levels in English vary around the world – even within one organisation. Native speakers often assume that ‘if somebody is working in my company, they have to have really high levels of English.’ This is… Read More
Lots of organisations seem to face huge capability gaps when it comes to successfully implementing global strategy. The strategy may be fine as a concept but individuals within companies very often lack a sufficiently global mindset to allow them to implement the strategy successfully – and that’s when things can go badly wrong. Many of… Read More
I am often asked about the key elements of effective international collaboration and whilst there is no secret recipe for success, these ten points might help you to navigate through the complexities of international cross-border working. The list is not exhaustive but I hope these hints and tips are a good starting point: Avoid making… Read More
The findings of a recent Boston Consulting Group report highlighted the fact that many companies face a huge capability gap when it comes to implementing their global strategy. The strategy may be fine but if individuals within the organisation lack the global mindset to enable them to implement the strategy successfully, then things can go… Read More