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Cross Cultural Communication

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Presentation to CiB regional conference

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Cross Cultural Communication

  1. 1. Cross-Border Messaging Gary Muddyman CEO Conversis
  2. 2. Why? <ul><li>Nature of teamwork has changed. </li></ul><ul><li>Globally integrated teams. </li></ul><ul><li>Change in communication methods. </li></ul><ul><li>Employee expectation. </li></ul><ul><li>Competitive pressure. </li></ul>
  3. 3. Why 2? <ul><li>BRIC, BRIMC, BRICK or E7? </li></ul><ul><li>China </li></ul><ul><li>USA </li></ul><ul><li>India </li></ul><ul><li>Brazil </li></ul><ul><li>Mexico </li></ul><ul><li>Russia </li></ul><ul><li>Indonesia </li></ul><ul><li>Japan </li></ul><ul><li>UK </li></ul><ul><li>Germany </li></ul>
  4. 4. Facts and Figures <ul><li>BRICS comprise 45% worlds population. </li></ul><ul><li>By next year, consumer spending in BRIC countries will outweigh G6. </li></ul><ul><li>India net gains 800 US jobs every day. </li></ul><ul><li>Technology employment in Bangalore exceeds Silicon Valley. </li></ul><ul><li>By 2020 middle class population in India and China will exceed 700m. </li></ul><ul><li>Brazils population almost equals UK, France and Germany combined. </li></ul><ul><li>Russia covers one eighth of the worlds land mass. </li></ul>
  5. 5. <ul><li>Challenges. </li></ul><ul><li>Just translation? </li></ul><ul><li>Proprietary research. </li></ul><ul><li>Cultural theory. </li></ul><ul><li>Do’s and Don’ts. </li></ul>Objectives
  6. 6. Global Internal Communication <ul><li>Understand an organisations vision, mission goals or culture. </li></ul><ul><li>Facilitate communication between leadership, management and employees. </li></ul><ul><li>Forge a sense of community. </li></ul><ul><li>Unite under a common purpose. </li></ul>
  7. 7. Just Translation? <ul><li>Localisation is the cultural and linguistic adaptation of products, communications and messaging. </li></ul><ul><li>Linguistic Issues </li></ul><ul><li> - When Pepsi entered the Chinese market, its slogan “come alive with the Pepsi generation” translated as “Pepsi brings back your dead ancestors” </li></ul><ul><li>Misinterpretation. </li></ul><ul><li>Company culture versus national culture. </li></ul>
  8. 8. Standardize or Localize? <ul><li>The decision whether to standardize or to localize is not dichotomous. </li></ul><ul><li>Instead of having a black-and-white view, we need to understand degrees of localization. </li></ul>Standardized Localized
  9. 9. Global Consumer Segments <ul><li>Proprietary Research. </li></ul>High Global Identity/ Low National Identity (HGLN) High Global Identity/ High National Identity (HGHN) Low Global Identity/ High National Identity (LGHN) Low Global Identity/ Low National Identity (LGLN) Users‘ National Identity Users‘ Global Identity
  10. 10. Web localization Strategies KO: China KO: Norway KO: Brazil
  11. 11. Web localization Strategies APPLE: USA AAPL: Brazil APPLE: Denmark
  12. 12. Web localization Strategies Unilever: Denmark Unilever: Netherlands Unilever: India
  13. 13. Web localization Strategies
  14. 14. Trompenaars <ul><li>Global Cultures: </li></ul><ul><li>Guided Missile. </li></ul><ul><li>Eiffel Tower. </li></ul><ul><li>Familial. </li></ul><ul><li>Incubator. </li></ul>
  15. 15. Hofstede <ul><li>Five Dimensions </li></ul><ul><li>Individualism/Collectivism </li></ul><ul><li>Uncertainty Avoidance </li></ul><ul><li>Power Distance </li></ul><ul><li>High/Low context </li></ul><ul><li>Masculine/Feminine </li></ul>
  16. 16. Do’s and Don’ts <ul><li>Be patient </li></ul><ul><li>Beware humour! </li></ul><ul><li>Avoid slang or jargon. </li></ul><ul><li>Respect cultures. </li></ul><ul><li>Introduce feedback loops. </li></ul><ul><li>Support local champions . </li></ul>
  17. 17. Contacts <ul><li>CEO – Gary Muddyman </li></ul><ul><li>[email_address] </li></ul><ul><li>Telephone: + 44 1869 255 820 </li></ul><ul><li>www.conversisglobal.com </li></ul>

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