Such information helps determine if a potential market is viable and how to position marketing efforts. As a result, international trade practitioners research the impact of events and trends in target markets.įor example, a distributor of communication products would investigate technology usage rates and the demographics of users. Examples of these include societal changes in demographics, technology, dominant industries, standard of living, government policy, access to education, and the natural environment. There are also numerous trends that impact culture. Some examples include threats to public safety and property, changes in the type of government and environmental disasters. The types of events that can impact culture are numerous. were motivated by fear to quickly accept an increased level of surveillance following 9/11. The amount and speed of cultural change depends on how willing people are to accept it. Stay on top of recent changes that impact culturesĬulture is changed by events and trends. Ethical standards and degree of corruption.seating arrangements, turn-taking, presentation Appropriate time for and amount of socializing.gestures, personal space, facial expressions, touching They should also seek information about what is considered highly desirable and add these to their “do” list if the expectation also applies to foreigners.Įven when they do not adapt the behaviours themselves, knowledge of important norms provides insight into the other culture’s values, perceptions and behaviours.įor example, if international trade practitioners are hosting business associates from a culture where greetings are formal, the visitors should not be expected to adapt a more informal and personal form of greeting, such as kissing one another on the cheek or hugging. International trade practitioners should seek information about which behaviours are considered offensive by the target culture and add these to their “don’t” list as behaviours to avoid. Some of the norms and protocols listed below are very important to a culture and should be noted as definite dos and don’ts. To decline to eat dishes prepared for guests in such situations would be viewed as disrespectful and could erode any chance of a business relationship. As an example, the best Indian meals take days to prepare. In addition, cultural differences can be more pronounced in social settings. Social practices are crucial to know, as many business decisions are made outside of meeting rooms. Before interacting with an unfamiliar target culture, international trade practitioners can benefit from learning the generally expected behaviours in social and business situations. They are largely based on values and are reflected in cultural orientations and societal systems. Social norms and business protocols reflect the way people expect others to behave in particular situations. Know the do’s and don’ts of social norms and business protocols What events and trends are currently impacting the target culture?.What stereotypes do we have about their culture?.What stereotypes does this culture have about our culture?.What are the key differences between this culture and ours?.What are the social norms and business protocols?.When seeking knowledge about a target culture include the following recommended research questions: This information will help an international trade practitioner make a good impression when meeting a potential Japanese partner. To the Japanese, gift giving shows respect, friendship and appreciation and is a centuries-old ritual with a host of associated protocol. The research would reveal that gifts are an important aspect of Japanese protocol. Research is essential to avoid cultural faux pas.įor example, an organization sending representatives to Japan to meet with a potential trade partner would be wise to research where Japanese culture falls on the various orientation scales, as well as its most valued social and business practices. Knowledge of cultural orientations and societal systems helps in understanding cultural differences and provides a solid foundation for researching the culture of a new target market.
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