Value Proposition canvas- Customer needs and pains
19 avril 2011_blois
1. PJ & Associates Ltd
MANAGEMENT
INTERCULTUREL ET
COMMUNICATION
Reunion afrique centrale, CCI Blois, 19 Avril
2011
2. Introduction PJ & Associates Ltd
Communication is not purely about language. It is about how we:
get people to like us
put across a clear and logical message
create enthusiasm and passion
build trust
get people to do things
As international business people we need good communication to succeed in
negotiation, presentation, operations, business development, etc. Although there is no single
approach that suits everyone, or any situation, they are key features we need to understand to be
successful in international trade. This is other people culture and how these differences translate
into unusual (for us) individual and collective behaviours. Having grasped drivers of the “others”
behaviours, one will than be in position to adapt one’s communication to the third parties.
We will first, start with a comparative analysis of culture differentiators, using two widely used models. We
will second, draw from that analysis how behaviours are affected. We will third, highlight the communication
challenges arising when French people and subSaharan people interact. We will finally provide tips when
communicating with Cameroonians.
3. How does culture affect individual
communication preferential style? PJ & Associates Ltd
Culture affects the following elements
Attitudes (how one feels about something)
Personality (psychological traits)
Perception (making sense to the environment)
Learning (feedback loop)
4. A model presenting the cultural differentiators
between French and Sub Saharan Africans PJ & Associates Ltd
RD
Lewis
5. A model presenting some value-orientation
differentiators between French & subSaharan
Africans PJ & Associates Ltd
SubSaharan French
-5
African -3
-4 -2 -1 0 1 2 3 4 5
religion ● ●
trust in the individual ● ●
compliance with law ● ●
concept of wealth ● ●
view of competition ● ●
value of work ● ●
view of education ● ●
time focus ● ●
rationality ● ●
authority ● ●
life view ● ●
world view ● ●
6. Main areas of communication dissonance between
PJ & Associates Ltd
French and sub-Saharan Africans
Area Natural inclination To watch
Relationship Harmony
Time orientation Present
Activity orientation Controlling
Focus of responsibility Individualisti Group Hierarchical
Conception of space c Public
Social framework Harmony
Power distance i Average Low X
Uncertainty avoidance Average
Masculinity/ feminity Feminine
SubSaharan Africans
French
7. Communication challenges PJ & Associates Ltd
Language
Listening
Decision making
Conflicts
9. Key features in communication
applied to different groups PJ & Associates Ltd
10. Recommendations when dealing
with Cameroonians in Cameroon PJ & Associates Ltd
Creating interest
Great everyone fully
Ask questions and be prepared to listen about family, profession, achievements, etc
Build a rapport
Communicate face to face whenever possible
Talk loudly, clearly and slowly
Sound protective
Accept physical closeness and tactile behaviour
Three is a company
Allow friends and relatives to drop in the middle of a conversation
Honesty and optimism
Sincerity & enthusiasm
11. Recommendations when dealing
with Cameroonians in Cameroon PJ & Associates Ltd
Avoid criticizing in any way
Avoid voicing any political opinion
Avoid focusing on individual benefits because
deep down they are thinking collectively (and
possibly tribally).
12. PJ & Associates Ltd
www.pjandassociates.com
We assist in managing your business in growing markets