Here's an article I wrote for The Korean Herald newspaper, published earlier this week...
Building business across cultures
Cross-border travel has become common place and it is no longer acceptable to demand that everyone conform to one standard behavior. In an increasingly competitive business world, those who can learn to adapt to cultural differences will have the advantage.
One of the most overlooked and underestimated skills in business is cross-cultural competency. Language is not the only barrier to doing business globally. In fact, it is entirely possible to build successful long-term business relationships in another country without acquiring the language of your host country.
In communicating with other cultures, cultural acceptance and adaptability are more important than verbal language skills. Instead, we must learn to be sensitive to non-verbal cues and trust our intuitions. Learning how to use cultural differences to our advantage can help us bridge the communication gap.
Cross-cultural training involves making a shift in our pattern of thinking, which includes preparation, patience and an open-minded approach. Our behavior is a reflection of our beliefs. The process of becoming more culturally aware begins with identifying stereotypes and adjusting our behavior and attitude.
We also need to be aware of how others perceive us. The danger in considering cultural differences is that of stereotyping a group of people. When discussing cultural difference, most people confuse cultural generalizations with stereotypes. A cultural generalization means that within every culture, there are many choices. There is however, in every culture a standard way of doing things.
Our thinking then must be flexible, and not fixed. Communication does not necessarily mean understanding.
The differences between Eastern and Western patterns of thought are vast. In the East, people tend to conduct transactions with people they like. Connecting on a personal level is essential for cementing the deal. Relationship building is important in most Asian countries, but less important in parts of the Western world where a clear line is drawn between business and personal life.
Interpreters who are skilled at translating words do little to build relations or connect individuals on a personal level.
In business writing, Westerners are more straightforward, and concise (sender-oriented), whereas writing patterns in the East tend to go in circles to avoid being perceived as overly assertive or causing loss of face (receiver-sensitive).
In the West, business people tend to be more willing to express disagreement verbally while Eastern values make it more difficult to say no even if one means no. Instead, disagreement is expressed indirectly.
Even a simple exchange of business cards between an American and his or her Japanese counterpart can cause confusion.
To the American, the business card is simply a piece of paper containing important contact information, nothing more. But to the Japanese, the name card is an extension of his/her image and status, and should be handled with respect and honor.
Hand your card over carefully (don't toss it across the table).
Both Japan and South Korea are among the world's most ethnically homogeneous nations. The idea of multiracial or multiethnic nations, like Canada or the United States, still strike many Koreans as odd or even contradictory. It is therefore essential that businesses and individuals in these countries develop a broader awareness of other cultures, especially if they are hoping to attract more visitors from abroad.
We should also recognize that it is not only people's national background that influences their behavior and personality, but also their particular regional background, their personal background and their company culture.
By Erik Cowan
Erik Cowan is a cross-cultural communications coach and business English instructor.
For more information about training programs and to post your comments, visit the CGC business forum: cowanglobalconsulting.com. He can be reached at
erikcowan@yahoo.com -- Ed.
2008.02.26
Very nice Erik.
