Importance of Cultural Sensitivity to International Managers

Culture plays an important role in life of people as it is closely associated with them. It is very necessary to understand what a culture requires and what emotions are attached to it. Different countries follow different culture and because of this some things will be acceptable in some countries whereas the same things will appear to be rude in other countries because of culture difference. People who are culture sensitive will know that the difference between the culture of different people can create differences in their relationship with respect to the way they behave, communicate etc. Hofstede defined culture as “the manner in which the mind is programmed such that it can differentiate the people of one category with those of other.” a culturally sensitive person should try to adapt the culture of other country, their traditions, their way of living, their lifestyle etc.

Nowadays people are getting closer to each other so toleration, dialogue between people of different culture and respect towards their culture and respect for diversity becomes more important. Learning and trying to understand the customs and culture of the foreign country indicates respect for the other country and for any business relationship to be successful respect for each other is very essential.

Many employers feel and have sensed that cross cultural sensitivity is an important skill and proper care should be taken when dealing in and trading with international market. In domestic market people will know what to do and how to do but to achieve the same motive in different country with the same concept and then getting success by using same interpersonal professional skills is more important. Proper training should be provided should to the staff about the nature of the place, its scope and language, values and aesthetics.

When people are traveling from one country to another it is necessary that they do a research about the culture of the country in which they are traveling so that they can go well prepared, which can save them and people around them from any embarrassing situation. Doing business internationally means management of culture of different countries and for maintaining international business relations, people will have to deal with that countries norms, rules, values and regulations. Overall people need to involve in the culture of different people and try to adapt to their cultural skills and style. Right type of knowledge for right kind of job is very essential for doing business globally. The ability to negotiate better, understanding the cultural problems and becoming an insider often give a competitive edge in the business. Managers should possess high level of managerial skills as the relationship between various business networks depends upon the manner in which the manger interact and behave with international clients and how much capable they are in dealing with crossing cultural boundaries. Cross cultural training helps in improving success by trying to improve the level of personal cultural awareness and this will help in understanding the culture of other people.

Cultural Sensitivity in Business-to-Business Interactions

Carol Campbell is a new fashion designer who has developed a line of accessories sold through local boutiques. Recently, a popular fashion journalist noticed her collection and featured several pieces in an editorial spread. Suddenly, Campbell’s products are in demand all over the country, forcing her to step up production of her purses, headbands and scarves.

After speaking with several trusted advisors, she decides to outsource production to a factory in China. Although she is able to develop a list of reputable operations, she is told that it is best to fly to China directly to meet with factory owners and to inspect the facilities.

Carol gets her visa and books a ticket to China. In the weeks between deciding to make the trip and actually getting on the plane, Carol spends time learning more about Chinese culture and even begins a course in Mandarin.

When she arrives for her meetings with factory owners, Carol is nervous but more confident than she might have been otherwise. She greets her hosts in Mandarin and they appreciate her taking time to learn some Mandarin. In addition, she is familiar with certain aspects of Chinese culture and business etiquette, which creates a favorable impression.

At the end of her trip, Carol is confident that she is selecting the right factory to manufacture her goods and help her take her business to the next level.

Cultural Sensitivity in Working With Customers

Ellen operates a casual restaurant close to a small, private college. Six years ago, an alumnus passed away, leaving his entire, and very large, estate to the school. In his will, the donor requested that the school establish an international studies program that would actively recruit students and faculty from other countries.

Now in its third year of operation, the program has an excellent administrative team and is attracting top academic talent from around the world. Yet Ellen’s café has experienced a dip in business.

Some visitors to the café have mentioned that Ellen’s menu, largely consisting of American-style diner food such as bacon and eggs, cheeseburgers, creamy soup and meatloaf can be difficult to navigate for some of the international students. The difficulties include lactose intolerance, which is common in many countries, and religious prohibitions against eating meat or certain types of meat.

Realizing that she needs to make changes, Ellen reaches out to one of the patrons who mentioned the need to update her menu and asks for feedback. The patron suggests that Ellen contact the head of the international program and bring together a focus group of students who can give feedback on dietary preferences.

After talking with students in learning about their concerns, Ellen talks to her cooks. After trying out some new recipes and tweaking their offerings, Ellen’s restaurant debuts a new menu that features vegan dishes, customizable burgers (including veggie burgers), build-your-own omelets and an extensive salad bar.

The new menu is a great hit and Ellen’s restaurant is busier than it has ever been. Ellen recently contacted a real estate agent to look into moving to a larger building so that she can accommodate more customers.

Consequences of Cultural Ignorance and Insensitivity

Cultural insensitivity and ignorance can take a toll on your business. The damage may be internal, by alienating and distressing employees, or damaging negotiations and relationships with other businesses. In addition, consumers are increasingly demanding that businesses demonstrate a commitment to cultural respect. Failure to do so could result in loss of reputation and sales.

Disgruntled employees: Employees like to feel appreciated and respected by their employers. When employees don’t feel this way, they can become anxious, angry and depressed. They may also feel uncomfortable bringing up their concerns with management because they feel it will not be taken seriously or may even face retaliation.

Missed business opportunities: Cultural gaffes can derail negotiations and result in missed opportunities. Most business people are professional and understand that not everyone fully understands the nuances of their culture. However, a failure to make an effort to educate yourself, and your team, about the cultural norms of a vendor or retailer could result in giving offense and make negotiations more difficult.

Brand damage: Cultural insensitivity can deeply offend customers and the general public. Exposure to cultural insensitivity can be painful for people from that culture and could result in damage to your company’s image and reputation.

How to Develop Cultural Awareness and Sensitivity

Developing cultural awareness and sensitivity begins within a business’s own culture. Once leadership makes it clear that respect for other cultures is an important part of how the company operates, it can become easier for the company as a whole to reflect these values.

One important part of cultural sensitivity is not making assumptions about other people and their cultures. It can be helpful for companies to contract with third-party consultants who specialize in training organizations in cultural sensitivity.

Human resources professionals can also be helpful in this area. Asking HR staff to stay educated on cultural issues and to be receptive of feedback from employees is another way of putting your company’s values into practice.