The Criticality Of Cultural Awareness In Global Marketing: Some Case Examples

Abstract

International trade has taken place for thousands of years. One might assume that with such a long history, those involved with international business would have learned how it is done. For the most part, the major players are sensitive to cultural differences and how important it is to conduct business within the boundaries of the prevailing culture. However, there are hundreds of examples of cultural faux pas. This paper focuses on some of the top trading partners with the United States and the business opportunities that they represent. It also addresses general business etiquette guidelines that should be understood and applied when working with the key trading partners. Several cultural business missteps are presented to illustrate that the simplest decision can lead to embarrassment or worse, major economic loss. The need to research foreign cultural and language differences is just as important as researching the market for sales opportunities. In the global marketplace, the players who are aware and sensitive to the culture of their trading partners have a greater probability of success, than those who do not.