International Marketing Review
– Disproving Cultural Generalizations

This week I received the following joke in the mail. Cute, and reasonably sure it will offend everyone, no matter what your culture happens to be.

The Joke: A worldwide survey was conducted by the UN. The only question asked was: “Would you please give your honest opinion about solutions to the food shortage in the rest of the world?”
The survey was a huge failure…
In Africa they didn’t know what “food” meant.
In Eastern Europe they didn’t know what “honest” meant.
In Western Europe they didn’t know what “shortage” meant.
In China they didn’t know what “opinion” meant.
In the Middle East they didn’t know what “solution” meant.
In South America they didn’t know what “please” meant.
And in the USA they didn’t know what “the rest of the world” meant.

I have already written about the dangers of stereotypes and generalizations in business. But on a personal level, it can be interesting to identify how the stereotypes are used.

Let’s have a look at what a few more people have to say about stereotypes.

Anda writing for @kosmopolit presents  The art of European stereotypes posted at Kosmopolito saying “The boundaries between the famously dull Justus Lipsius building (hosting the Council of Ministers) and a contemporary art museum have become blurred today. The Atrium is hosting a huge installation commissioned by the Czech Council Presidency. Unlike the more traditional pieces of art normally exhibited in the context of EU Council Presidencies, this time the Czechs decided to put forward a bold conceptual installation, with a meaning that goes deeper than the eye can see.”

Vivian Luu writing for @nwasianweekly presents The top 10 ways you know your Dad is Asian (categorized under humor) posted at northwest asian weekly saying “He critiques every grade on your report card, even over a fraction of a point. He makes your boyfriend, or girlfriend, tremble at the twitch of an eye. He can get his Toyota Camry across three lanes on the highway, but only after cutting off at least 10 other cars. He is, of course, the Asian father.”

Zettler Clay presents  What’s Wrong With A Stereotype? posted at Clutch saying “Stereotypes are not inherently a bad thing. In fact, they can be quite helpful in understanding a complex society in which nothing stays the same. Like anything though, stereotypes has its limitations. It engenders laziness on the part of the consumer, who uses them as the sole source of classifying groups of people. It’s when people don’t accept the exceptions to the rule that put a black eye around the term. I was recently at an outing, among a racially eclectic group, after class. We were talking about going out into the town, to kick it and what not. One of my Asian classmates then looked at me.”

macon d presents think of africa in fantasized, monolithic terms posted at  stuff white people do saying “What’s worse than merely conceiving of all things “African” in monolithic terms is that this mythical concept of an extremely variegated continent has specific characteristics–and cartoonish ones, at best. Africa was of course thought of by Westerners in Stanley and Livingstone’s day as “the Dark Continent,” full of “dangerous animals,” “bugs,” “diseases,” “infections,” and the very high risk that any Westerner who “journeys” there “won’t survive/make it.”"

What have these stories inspired in you? I would love to hear your comments below.

Copyright Cindy King 2006-2010 - International Business Blog

International Marketing Review #58

Future Trends

I recently watched this short video on Cross-Cultural Communication by William Sinunu. [display_podcast]

The Minority Understands The Majority Better

Sinunu has several pertinent observations on cross-cultural communication.  Something stood out when I watched this video. Sinunu says:

The minority knows more about the majority than the majority knows about itself. The world knows more about the United States than they know about themselves.

An Untainted Viewpoint

This echos the comments I heard growing up in the Bahamas:

• It is easy to get a better picture and deeper understanding of the world when you come from a tiny country.

Throughout my 25 years in international sales and marketing I have learned to do my own research and not assume that my interpretations of common generalizations apply to a current business situation. In my experience looking at generalizations after the encounter is more appropriate.

An Intimate Understanding

But, going beyond generalizations… What about the knowledge minorities have of the country they are living in? What about their viewpoint?  And their own mindset as a minority? Do minorities have better starting point for understanding cross-cultural communication? I think this is a great subject for a debate. …Even if there are probably too many influencing factors to come up with any conclusions.

The Rise Of Minority Populations

And of course, another thought comes to mind.  The recent trends in ethnic marketing and their increasing important. This is another debate that would be fascinating.  It would be interested to hear what the social trend analysts have to say about how society will evolve when the current ethnic minorities become majorities in several of the worlds leading countries. And how will their better understanding of the current majority and future minority populations come into play?

An Opportunity To Break Down Cultural Barriers

The video ends with this quote:

Stereotypes whither when human contacts flourish – Queen Elizabeth II

Yes, there will be an opportunity for better cross-cultural understanding.  But I think this is probably a bit too optimistic for the human race.  The future will be made with other factors influencing it’s course. What do you think?

More on Future Trends:

• The Rise Of The Minority And Better Cross-Cultural Understanding
• China Has Passed The United States In Online Population

More In These Get International Clients Business Guides:

• Connect With Your International Markets
• Building Trust International Clients

Copyright Cindy King 2006-2010 - International Business Blog

The Rise Of The Minority And Better Cross-Cultural Understanding

How To Develop Your Cross-Cultural Skills

Last week I wrote about the dangers of cultural generalizations in business.  Recently on Twitter the topic of Third Culture Kids came up.  And in another previous article I wrote how Third Culture Kids have a different vision of the cultures around them.

Cultural Generalizations Are Too Broad

The problem with cultural generalizations is that they are too broad.

In today’s world where globalization touches most people, broad generalizations usually appear out-of-date.

And for you to realize these generalizations are too broad, you usually need some international exposure yourself.

Cultural Differences First

When you confront a different culture for the first time, it is natural to see the differences between cultures. And only the differences… because they stick out.

As you begin to question and understand the reasons behind these differences, it is natural to actually like some of these different ways of doing things…

And also to dislike, or to personally disagree, with other differences.

Depth Of Cultural Understanding

When you dislike cultural differences, or personally disagree with them, the question remains:

• Do you really understand why this different culture does things differently?
• Or are you stopping half way in understanding cultural differences?

You see, most people with strong international skills do not let any of their strong disagreements with cultural differences get in the way of understanding them.  Strong international skills come with an intimate understanding of different cultures on many different levels.

Empathy Leads Towards Cultural Understanding

It is only when you intimately understand different cultures that your understanding deepens enough to see why people do things differently. Strong international skills include empathy towards different cultures.

Now, when you have empathy for a foreign culture, this does not mean that you personally like or agree with everything about it.  But it does mean that you are able to think, or follow the reasoning, of people from that culture.

And this is why people with strong international skills do no usually have strong dislikes or disagreements towards these cultures.  Their understanding leads to a certain acceptance or tolerance, at least to a certain extent.

International Exposure Leads To Personal Changes

The path towards empathy also gives you a more rounded vision.

As your understanding of different cultures develops:

• You also begin to acquire new preferences
• You adopt different ways of doing things
• You become more tolerant of cultural differences

A parallel can be made between international business professionals and third culture kids.

In both cases, strong international skills come through both:

• International exposure
• Personal development in empathy

More On How To Develop Your Cross-Cultural Skills:

• Getting Beyond Visible Cultural Differences
• International Exposure To Develop Cross-Cultural Skills
• How An Open Mindset Increases Confidence
• International Exposure To Develop Cross-Cultural Skills
• Morphing Into A Foreign Culture
• Prejudice – A Cross-Cultural Business Barrier

More In These Get International Clients Business Guides:

• Connect With Your International Markets
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

International Exposure To Develop Cross-Cultural Skills

Cultural Generalizations & Stereotypes

A Twitter buddy in Sweden, Martin Lindeskog, asked about my thoughts on the LeWeb incident that happened in December.

• US and European Entrepreneurs – More Than an Ocean Divides Them

Anita says it nicely and you can watch the video for yourself.

A Twitter follower in Sweden, Martin, asked about my thoughts on the LeWeb incident that happened in December.

The incident happened during the LeWeb event, which took place December 9-10th in Paris. Loic LeMeur, a Frenchman who moved to Silicone Valley to set up his company, organizes LeWeb.

During the “friendly” wrap up session, there were a few comments about whether Silicone Valley entrepreneurs were better than French entrepreneurs were. Loic LeMeur and Michael Arrington, two well-known personalities, voiced differing points of views.

This debate sparked a reaction in the European audience at this live event.  And the comments continued after the event.

Read more and watch the video of the incident in question on the link Martin sent me:

• US and European Entrepreneurs – More Than an Ocean Divides Them

Anita says it nicely and you can watch the video for yourself.

I initially did not respond to this incident because I did not attend. In addition, I find the French blogosphere too reactive and prefer to let the dust settle.

And quite frankly, when I briefly scanned the follow-up blog posts by LeMeur and Arrington after the event, I actually wondered if they were prolonging the publicity.  A common enough practice online.

But even if they were, the cross-cultural communication tremor that went through the European community present was authentic.  Martin made me realize that others would probably appreciate hearing my thoughts on this cross-cultural communication aspect of this incident.

Cultural Generalizations Get You Into Trouble

First, this incident is an example of the bad use of cultural generalizations.

If you have read my blog before you will probably know that I do not think that learning cultural generalizations is an effective way to acquire cross-cultural skills.

This might have had value 50 years ago, before globalization.  These generalization are old world stereotypes. Cultures have become more complex in today’s world.  This is why I have often found them very misleading in the field.

• Do you really understand the whole context behind these generalization?
• And do you have any idea whether they are still valid today, and in your particular case?

In addition, reading up on cultural generalizations to improve your skills probably only worked for some cultural behavioral traits.  Read more on the  High/Low Uncertainty Avoidance behavioral scale.

I do not believe that cultural generalizations help your international business.

This LeWeb incident is an example why.

And cultural generalizations can even alienate you, or make you look a fool.

This is what probably happened to the European audience here.

Setting The Generalizations Straight

Yes, French people do take two-hour lunch breaks.

But this is an exception.

In the 20 years I have worked in France, I can still count them on my fingers.

• Christmas dinners and with the very large account clients after a deal was signed.

Problems With This Generalization

You have a problem if you think that:

• 2-hour lunch breaks are an everyday event in business in France. They are an exception. And a sign of courtesy. They are a cultural obligation to show respect to high profile visitors. It falls into the same category as handshakes in Switzerland and even smiling is in North America.
• Californians are physically capable of providing more work than others provide. Please let me know if there is some super race here on earth.
• French entrepreneurs work less than entrepreneurs in other countries do. As a French business owner, I think you need to work twice as hard simply to deal with the administrative constraints of having a company here in France.

What is the problem?

The problem is that you are putting up barriers that stop effective cross-cultural communication.

Think about it.

These are prejudices.

Some people get offended about this.

If that is your case, I am sorry I cannot go into this in more detail here.  But here is something to trigger some reflection.

Just think about what prejudice is = Pre-judgement.

And remember… no one is immune from pre-judging.

If you want international business this is exactly like shooting yourself in the foot.

Questions Get Beyond The Generalization

Now let’s turn these generalizations around. Ask why they exist.

Let’s look at the cultural differences.

Why?

• The French traditionally eat hot meals at lunch… yes and at dinner too
• Americans traditionally eat sandwiches for lunch

Why?

• The French generally do not snack in between meals and spread the daily quantities of food eaten more evenly between lunch and dinner
• Generally American lunches are proportionally smaller than dinners

Why?

• Americans eat a much higher portion of processed and convenience foods compared to the French
• French supermarkets do not have the same number of processed foods available

Why?

• The American health supplement business is booming and offers a wide choice
• Most of these health supplements are not for sale in France and this is not a common practice

Why?

• The French put a priority on getting their life sustaining nutrition from fresh food
• Americans put a priority on eating quickly

Now, we seem to have arrived near the crux of the debate.  This is what it was about:

• French entrepreneurs cannot be as productive as Silicone Valley entrepreneurs because they take longer lunches.

…Let’s assume standardized 2-hour lunch break are an exaggeration made in the heat of the debate.

Make Sure You Have The Right Question

As usual, insights into these cultural differences shed light.

But what does this really tell you?

The problem is that the questions stopped too soon here in this article. You need to dig deeper and ask more questions:

• Why?
• So What?
• …and change the angle slightly and continue asking questions until you get the whole picture.

In order to get an answer to this question you need to review many more questions.

What is holding French entrepreneurs back from increased productivity?
What is holding American entrepreneurs back from increased productivity?
Is one of them physically more productive?
Is there any truth in this?
What are the factors?

Well if you were to do a survey, you would probably find that the entrepreneurs themselves will come up with similar reasons. People are the same human beings.

But they will do things differently. Different cultures go about doing things differently.

Here, in this case, the French entrepreneurs would probably add in taxes and labour laws.

To balance the picture a bit more, let me add some of the differences you would probably dig up:

• It is culturally acceptable for Americans to state they are in business to make money
• It is not culturally acceptable for the French to state they are in business to make money, in fact, the use of the word “money” is culturally coded in France.  The French just cannot refer to wanting,  making or having money in the same way as an American.

• French entrepreneurs have more administrative paperwork to go through than American entrepreneurs

• French entrepreneurs have more constraints with employees than American entrepreneurs

Given the choice, would I have started my company in the US instead of France?

Yes. Why?

• Better service and attitude from the people I need service from
• French mandatory social taxes are too high – a good social security system comes with a price
• Combination of low service levels and too much paperwork slows business down too much

Comparing Apples To Oranges

There is another issue here with this cultural generalization.

The cultural comparison of time spent at lunch, does not give you enough information to determine who is more productive.

The long lunches?  Well I am sure that the Silicone Valley entrepreneurs “lose” time elsewhere.

• It might not be at lunchtime.
• It might be with doctor visits, or health issues.
• It might simply be less focus during the day due to poor diet.
• They may need to compensate with more physical exercise.

Yes, human beings can work 10-12-14 hour days…

…but only for a certain amount of time.

If you say otherwise, you are only kidding yourself.  Everyone else who has been there knows it.

Comparing apples to oranges only shows a lack of international skills.

And this is the first point I got out of this incident.

There is at least some lack of international skills in raising the question in the first place.  Probably exaggerated because the panelists were tired.  This was the wrap up session of a 2-day event.

Whatever people have to say about this incident, you need to put a little water in your wine as they say here in France.

Simply put: keep it in context.

…I am not sure all of the comments you can find online do this.

More Cross-Cultural Communication

There are often little moments of friction in cross-cultural communication.  And I think this is what this incident was. When you watch the video, not much really happened.

Look at it closely:

• A few high powered Americans with one French man from California
• A little out of their environment
• Tired, laid back
• Actually managing quite well
• Providing valuable and much needed insights for European entrepreneurs

There is probably more to say about the reactions afterward.

Tomorrow I will continue with another observation  – this time the one that bothered me the most.

More on Generalizations & Stereotypes:

• Beyond Cultural Generalizations
• The Limits Of Cultural Generalizations
• A Cultural Generalization Out Of Context

More On These Get International Clients Business guides:

• International Business Success Basics
• Connect With Your International Markets
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

A Cultural Generalization Out Of Context

Cultural Generalizations & Stereotypes

It is often very difficult to describe differences between cultures.  And it is easy to fall into using generalizations. The problem is that generalizations can easily be used in context where they lead to more frustration and miscommunication.

What Culture Is Made Of

The reason for this is because cultures are complex.  Yes, we all have basic needs and characteristics as human beings.  But people who live in different places can be very different. The reason is culture. All cultures are made up of different layers which are acquired by where we live and what we do. People within a common national culture can be quite different depending on:

• Regional origin
• Ethnic origin
• Religion
• Age or generation
• Whether they are a man or a woman
• Social class
• Profession
• Education background

These are most of the different cultural layers.

The Limits Of Generalizations

Generalizations on broad national traits can be a good place to begin to understand different cultures. In some cases, you can even come up with a generalization about one particular layer within a broad national trait. But does this really help you to improve your cross-cultural communication skills?

Make The Connection

Cross-cultural communication involves at least two very specific people.  And each of these two people has a culture made up of a unique mixture of layers. This is where you need to get beyond cultural generalizations.  You must bring your communication into the right context to connect with the person you are communicating with. You develop your cross-cultural communication skills through practice in creating connections with people from different cultures. Cultural generalizations may help some people, but you still need to learn to connect with people across all of their different cultural layers.

More on Generalizations & Stereotypes:

• Beyond Cultural Generalizations
• The Limits Of Cultural Generalizations
• A Cultural Generalization Out Of Context

More On These Get International Clients Business guides:

• International Business Success Basics
• Connect With Your International Markets
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

Beyond Cultural Generalizations

Cultural Generalizations & Stereotypes

Can generalizations like the ones you will find in the book Kiss, Bow or Shake Hands help you market to foreign clients?

I personally do not think so.

From My Experience

Twenty years ago I noticed examples where acceptance of such generalizations harmful to international business development.

Some people “learn” these generalizations, assume they are always right and do not make any effort to adapt to circumstances.

They believe they have been good students and will get straight A’s on their performance.

Wow…

Mega, explosive miscommunication, right around the corner.  It is just a question of waiting for it to go off.

Analyzing differences and making generalizing and assumptions to use in future conversations can easily lead to misunderstandings.

New Nuances For Old World Generalizations

Today I think it is even more foolish to use such generalizations in business.  The reasons are multiple:

Most of these generalizations have been around for so long, that a generation or two have gone by and no longer truly representative to the whole country’s demographics.  Even senior citizens may no longer correspond to these generalizations.

This trend to try to categorize certain cultural differences sometimes goes too far.  Something may have been an accepted practice at a certain time and in a certain set of circumstances.  That does not mean it can or should be taken out of context.

Internet, or rather the English language culture on the internet, and online media have influenced different market segments within foreign country on different levels. This means that some market segments in foreign cultures will interact with you different.  They have learned to navigate in different environments.

Conversation Starters

The best way to read such generalizations is as pure entertainment.

I only think about generalizations when I meet up for the first time with someone who is culturally traveled and experienced.  It is more like sharing old war stories.  There is nostalgia in the air.  Never prejudice or ill thoughts.

In every country I have lived there has been another race of people used as the underdog.  When you change countries the jokes stay the same, but the nationality changed.   You know, the ones where it takes several people to change the light bulb, one to hold and everyone else to turn the chair around.

Many generalizations seem to aim to strike the same cord, or one very close to these bad jokes.

In my experience any other reference to generalization of cultural habits always leads to fruitless conversations.  Everyone has prejudices.  And this is often an easy way to see prejudices in others.  It does not help conversations move forward.

A Closer Look At The Book

But just a second, before I sign off, I actually have that book somewhere… let me go grab it so I can give you some specific reasons why I do not think it is a good idea…

Well the first one I grabbed is the Kiss, Bow, Or Shake Hands: Europe.  This is just as well.

Let’s see if he trys yet again to explain the culturally correct number of times you need to kiss someone on the cheek as a greeting here in France.  There is none.  It depends on who is on the receiving end.  Anywhere for 1 to 4 usually.  And there is no logical, rational way to know if you are a foreigner.  I just stick my cheek out and wait for it to be over.

And it was only in Italy where I saw kisses going on into two-digit numbers.

Well the first example is good enough.

Which of the following are characteristics of most French conversations?

• Attentive listening
• Waiting for the other person to finish
• Scrupulous accuracy

The book says the correct answer is none of the above.

I think this is not a good question to represent cultural differences.

• What do you consider attentive listening?
• What do you consider as polite listening?
• What do you consider as polite?

Whatever your answer, that is the problem.  Your answer will be different from someone from a different culture.  Perceptions of politeness are different in different cultures.

Besides I cannot say I agree with the answer.  In my experience French people are just as attentive listeners as other cultures, they wait to hear what I say and as fas as I know they do not avoid accuracy in their conversations.  It would be wrong to make these statements generalizations.

Learn Culture Through Practice

Now let’s lighten things up and only look at this for entertainment.

Can I easily imagine meeting a French person and having these conversation problems?  A lack of attentive listening, interruptions and a slight disrespect for accuracy.

Well I could stretch my imagination and create a conversation I have never had.  But I could also easily imagine the same conversation with a New Yorker for example.

By the way, I have also read the book Blunders In International Business by David Ricks.  I would find this more instructive for business purposes, simply because it gives cultural blunders in business.   It tells stories.  This means you can see more and understand more.  But this book too fails miserably in giving you accurate generalizations and guidelines.

And there is a simple reason why.

You must learn to adapt to different cultures through practice.

More on Generalizations & Stereotypes:

• Beyond Cultural Generalizations
• The Limits Of Cultural Generalizations
• A Cultural Generalization Out Of Context

More On These Get International Clients Business guides:

• International Business Success Basics
• Connect With Your International Markets
• Culture Customized Content
• Cultural Web Tools

Copyright Cindy King 2006-2010 - International Business Blog

The Limits Of Cultural Generalizations