helping your organisation todevelop international networksbusinessculture.orgDr Aleksej Heinze@AleksejHeinze            Th...
Are there any culturaldifferences for business doneonline?
Source: internet-map.net
Where are your prospects?                            Source: internet-map.net
Survey of 31 European countries                 Most popular social                 networks amongst                 Enter...
In which of the following social media is your companypresent? (you can select more than one option)                      ...
SME Cultural differences - humour“I know that when "joking" or using  slang your message (or the right  message) may not c...
SME Cultural differences - trust“I find people from Scandinavia to  be more open in purchasing over  the internet and more...
SME Cultural differences - personal qualities“…you couldnt easily learn Finnish  personal qualities (e.g. reserved,  humil...
SME Cultural differences – professional view“In Bulgaria there seems to be a tendency  of mixed usage of social media for ...
SME Cultural differences – customers’ views“ In Bulgaria some companies occasionally   show lack of tolerance for customer...
Survey of 31 European countries                 Most popular social                 networks amongst                 stude...
Which of the following social media do you frequentlyuse? (you can select more than one answer)                           ...
Cultural differences – no difference?“I think they are not so important  when using social media  because social media is ...
Cultural differences – no difference?“socialmedia and communicating with people abroad makes you realize that there are mo...
Cultural differences – speed of reply“I    generally expect to have a reply     to a request sent via SM or email     in 2...
Cultural differences – all good!“My FaceBook is full of Chinese, French, Finnish, English and even Spanish updates. I find...
Are we increasinglyglobally aware ‘netizens’and national boarders don’tmake any difference?
www.facebook.com/passporttotrade2twitter.com/Passport2Trade businessculture.org
Business culture online - what are our cultural differences?
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Business culture online - what are our cultural differences?

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Are there any cultural differences for business done online?

Passport to Trade 2.0 European Project surveyed over 1500 individuals in 31 European countries and suggests that increasingly social media is making our into global citizens. The online survey respondents highlighted cultural differences in issues such as attitudes to Humor, Trust, ability to learn about the individual, mixing of personal and professional identity as well as different approaches to customer feedback online. However, students did not see any major cultural differences which suggests that the new generation of consumers is will less concerned about the national boarders and cultures.

Two other findings are in relation to the most popular social networks used – Facebook is the dominant platform but business users prefer to use LinkeIn and students use YouTube as the second most popular network.

Share your views about your social media experience with us – do you agree that there are any cultural differences?

www.facebook.com/passporttotrade2
twitter.com/Passport2Trade
businessculture.org

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Business culture online - what are our cultural differences?

  1. 1. helping your organisation todevelop international networksbusinessculture.orgDr Aleksej Heinze@AleksejHeinze This project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
  2. 2. Are there any culturaldifferences for business doneonline?
  3. 3. Source: internet-map.net
  4. 4. Where are your prospects? Source: internet-map.net
  5. 5. Survey of 31 European countries Most popular social networks amongst Enterprises (SMEs)
  6. 6. In which of the following social media is your companypresent? (you can select more than one option) Base: 245 responses
  7. 7. SME Cultural differences - humour“I know that when "joking" or using slang your message (or the right message) may not come across appropriately.”
  8. 8. SME Cultural differences - trust“I find people from Scandinavia to be more open in purchasing over the internet and more trusting than Italians for example”
  9. 9. SME Cultural differences - personal qualities“…you couldnt easily learn Finnish personal qualities (e.g. reserved, humility, straight talking; and others…) which are hugely significant in face-to- face business, just from using e.g. LinkedIn where I feel those personal qualities are largely invisible.”
  10. 10. SME Cultural differences – professional view“In Bulgaria there seems to be a tendency of mixed usage of social media for business and private purposes. That often looks awkward and could even be damaging for a companys business in given cases.”
  11. 11. SME Cultural differences – customers’ views“ In Bulgaria some companies occasionally show lack of tolerance for customers concerns and complaints communicated through social media networks.”
  12. 12. Survey of 31 European countries Most popular social networks amongst students
  13. 13. Which of the following social media do you frequentlyuse? (you can select more than one answer) Base: 1347 responses
  14. 14. Cultural differences – no difference?“I think they are not so important when using social media because social media is simply a way to exchange information”
  15. 15. Cultural differences – no difference?“socialmedia and communicating with people abroad makes you realize that there are more common things across different countries than you expected.”
  16. 16. Cultural differences – speed of reply“I generally expect to have a reply to a request sent via SM or email in 24 hours; Instant messaging should be replied ASAP max after a couple of hours after posting.”
  17. 17. Cultural differences – all good!“My FaceBook is full of Chinese, French, Finnish, English and even Spanish updates. I find it very nice that this modern world connects me to people around the world.”
  18. 18. Are we increasinglyglobally aware ‘netizens’and national boarders don’tmake any difference?
  19. 19. www.facebook.com/passporttotrade2twitter.com/Passport2Trade businessculture.org

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