Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cross Cultural Communication

1,535 views

Published on

Presentation to CiB regional conference

  • Be the first to comment

  • Be the first to like this

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>

×