Here are some resources to help with international venue contracting and F&B budgeting: - ICCA (International Congress and Convention Association) - Global industry association with resources on venue standards, regulations, and best practices around the world. - MPI (Meeting Professionals International) - Industry association with global chapters. Post questions to members in specific countries for local insights. - Convention bureaus - Most major cities have a convention bureau that can provide venue and supplier recommendations tailored to your needs and budget. - Venue/DMC RFP templates - Templates help ensure you capture all relevant details upfront like F&B minimums, payment terms, cancellation policies which vary globally. - Currency converters -

1. C5. Global Meetings:
Managing Cultural Differences
Presenters:
Rawya Tullgren
Agnès Canonica

2. DISCLAIMER
The views and opinions expressed in the following presentation
are those of the individual presenters and should not be
attributed to any organization with which the presenter is
employed or affiliated.

3. US Scientific Approach to Business
• US the Leader in the business world: Finance, High Tech, Pharmaceuticals
• US adopted a business approach where every aspect is studied, analyzed,
assessed and quantified
• The Scientific Approach became the basis for rules of engagement
• Directness and achievement at the expense of relationships
• American management style is described as individualistic
• Accountable for decisions made in your area of responsibility
• An approach alien to cultures who put diplomacy and harmony at the heart of
their business meetings
3

4. An Ever-Growing Global Economy
• 30% of US employees in US based multinational companies live outside the US
and are local to the countries in which they work (white paper by Global
Incentive Council)
• S&P estimates as many as two thirds of employees at US multinational work
and live overseas for their employers
• The society of HR Management (SHRM) predicts globalization to grow and
could triple middle class in emerging markets
• SHRM surveys indicate 97% of Global CEOs say “the right global talent is the
most critical factor for business growth.”
• How do you begin?
4

5. Adjust Rules of Engagement
• Knowledge that the impact of cultural differences is the key to success
• Become more globally sensitive while maintaining the efficiency of the American
Approach
• Deeper awareness and understanding of your counterpart’s –cultural background,
expectations, and preferred working styles
• Cultures: Be open to understand the why behind their behavior and your behavior
• Relationships: Build trust
• Communication: Create a style based on understanding the differences to elevate the
success of the program
• Processes: Create effective processes
5

6. Becoming the Best Global Provider
• Global programs are not an extension of the domestic programs in place
• Success is no longer dependent solely on business acumen
• Deeper awareness and understanding of your counterpart’s –cultural
background, expectations, and preferred working styles
• Don’t think of how I have always done it but how else can I do
• How can I create a network of local and regional experts
• How can my local network share my success and achievement
• How can “WE” become a high performing team through effective processes
and communication
6

7. 7

8. ARS # 1
What is the monetary currency in Brazil?
a) Capoeira
b) Peso
c) Real
d) Dinar

9. ARS # 2
What is a carnet in the shipping “world?”
a) A small notebook
b) A way to avoid paying duty tax for temporary imports
c) An international waybill
d) A shipping container

10. ARS # 3
What is the monetary currency in Mexico?
a) Euro
b) Peso
c) Rupee
d) Yen

11. ARS # 4
What is the main sport in Japan?
a) Golf
b) Baseball
c) Soccer
d) Tennis

12. ARS # 5
What is the main sport in Latin America?
a) Baseball
b) Soccer
c) Tennis
d) Swimming

13. ARS # 6
What does 07/04/12 mean ex-US?
a) July 04, 2012
b) April 07, 2012
c) Depends on who’s reading it
d) None of the above

14. ARS # 7
What does 07/04/12 mean in the US?
a) April 07, 2012
b) July 04, 2012
c) Depends on who’s reading it
d) None of the above

15. ARS # 8
When organizing a meeting in Latin America and your presenters are from
the US and attendees from Mexico, Brazil, Chile, Uruguay and Argentina,
what languages do you need for Simultaneous Interpretation?
a) English
b) Portuguese
c) Spanish
d) All if the above

16. ARS # 9
Restaurants traditionally opens for dinner in Spain at 21:00.
Select the correct time:
a) 7:00 am
b) 8:00 pm
c) 9:00 pm
d) 2:00 pm

17. ARS # 10
When is it appropriate to drink cappuccino in Italy?
a) Only before Noon
b) Anytime
c) Just for breakfast
d) Dinner time

18. ARS # 11
Which days are considered the “weekend” in the Middle East?
a) Friday
b) Friday/Saturday
c) Thursday/Friday
d) All of the above

20. 20

21. Common Concern:
“I don’t want to offend my global counterpart”
• In Reality: You will not unless you insist on doing things the
way you normally do
• If you are not open to bridge the cultural gap by
understanding the cultural background you will not engage or
earn trust
• When in doubt??? Ask!!! There is no “right” or “wrong” style
• Leverage similarities and differences and bridge the gap
21

22. Gaijin + Foreigner= Forgiven
• Gaijin = Foreigner: Not expected to know and understand
Japanese culture or proper protocol
• Effort is much appreciated and valued even if you make
mistakes
• You are forgiven because you are Gaijin and you are trying
• The Gaijin concept exists in every culture – “Apply it”
22

23. Bridging The Cultural Gaps:
Leverage similarities and differences and bridge the gap
Building Relationships US: Global:
80% of world cultures are Individualistic Establish formally
group oriented Build through tasks Engage hierarchical channels
Talk directly and get to the point Wait for an opportunity to ask
Interrupt and ask questions Listen: speak when
appropriate
Speak up: be heard Meetings are for sharing info
then decisions
Meetings are for discussions, Silence can mean many things
decisions Start with the background
Silence means understanding, then support
agreement Rely on the tried and true
Give your point and supporting
reasons
Embrace the new and exciting
23

24. Working with the US
Business Approach US Global
Scientific business Tell (Tell us what to do) Listen
approach vs. Relationship Teach (How to do it) Learn
approach Take (the credit) Give (Other)
Demonstrate Effort You understand and make an effort Listen/learn; inform and stay
and willing to learn and support in touch mode
each other
You are not in a Teach/Tell/Take Appreciated and valued
Mode
24

25. Ten Tips for Success
• Guanxi (China) or personal relationships is vital for doing business
• Relationships come first, second, and third in some cultures
• Do not underestimate the importance of the relationship building process
• A pre-meeting chat with diverse topics: Sports, family, weekend etc. is never a waste of time or resources
• Do not make people “lose face” and openly disagree
• Local advice and expertise is imperative
• Punctuality maybe flexible so be flexible and spontaneous
• Avoid difficult words, expressions, slang and long sentences
• Pause after long discussions
• Use visual aids whenever and as much as you can
• Be cognizant and respectful of time zones
25

26. Time Zones
• Asia & Australia: 12-15 time difference
• Europe and Middle East: 5-9 time difference
• Online tools are useful when scheduling global meetings.
• Early morning meetings for Asia maybe difficult because of long commutes: cost of
housing in major cities expensive, use of public transportation
• Teleconferences are preferred to be conducted from the office vs. from home due to
cost of long distance, small homes
• Agenda and meeting materials sent in advance to facilitate any language barriers
• If time zone inconvenience cannot be avoided - rotate
26

27. Cultural Code
• Directness
• Enthusiasm
• Formality
• Assertiveness
• Self-promotion
• Personal Disclosure
27

28. Cultural Norms: India vs. US
India United States
Directness Low High
Enthusiasm Low High
Assertiveness Low High
Self-promotion Low High
Formality High Low
Personal disclosure Low High
28

29. International Communication Styles:
Diplomacy vs. Directness
• Some cultures put directness before diplomacy and vice versa
• Directness: Truth must be clear and without deviation
• Diplomacy: Try to soften what they say for fear of offending
• Direct cultures include: Germany, Netherlands, Scandinavia, US, Australia
• Diplomatic cultures include: India, Korea, Asia, LATAM, Middle East,
Mediterranean region
• Diplomatic cultures revert to a coded language to avoid a direct “No”
29

30. Coded Language: Avoiding a Direct “No”
• Denying a request or expressing a negative intent (no I cannot commit or
do that)
• Disagreeing (I don’t agree or no I don’t think so)
• Examples of Indirect No:
• We will try
• Maybe we can do
• It might be difficult but we’ll do it
• It may take some time
• Hmmmm. Ok it is quite busy this week
• Silence
• Sucking air through the teeth
30

31. Terminology
• Jargon
• “you hit the nail on the head”
• “hired guns”
• “low hanging fruit”
• Jokes
• Slang
• Informality
• “come on, guys”

32. SITUATION # 1
You’re in Tokyo, Japan attending a business meeting. You
exchange business cards with a local.
Demonstrate the exchange

33. SITUATION # 2
You’re having lunch in Santiago de Chile. Your order arrives, a
delicious salmon sandwich.
How do you proceed to eat it?

34. SITUATION # 3
While dining in Europe, at a table, where should your left hand
rest when not in use?

36. CONSIDERATIONS
• Dates: Holidays & congresses
• Location: Consider your audience
• Size of meeting
• Time of year

37. Venue Contracting and Budgeting
Category US Global
Hotel Room Type Double Room 2 persons in the room
Dbl/Dbl Twin (2ppl 2 beds)
Single Double for Single Use
King EU Single can be a room with twin bed
Same
ROH
Complimentary Rooms Determined by formula based on Same
cumulative or per night
Staff Rate Not common ask for it
Check in process Give name and cc Complete hotel form + ID + CC
Hotel form is required by Security (Police) in
some countries
Room Rate Room rate per night ++ Room rate can be inclusive of breakfast &
VAT
Meeting Space F&B minimum and meeting room rental Delegate rate inclusive of space + lunch & 2
fee can be waived breaks
Ask for 24 hr hold Must ask for it and may include additional
fee
Space Measurement Square feet Square meter
37

38. Venue Contracting and Budgeting
Category US Global
Date Month/Day/Year Day/Month/Year
3/21/2013 21/3/2013
Time Am & PM Military (24hr)
AV: English is not American English Podium Lectern
Stage Podium
Pipe n’ Drape N/A ask for a hard set or what they
offer
Other budgeting items Important to specify your needs Lunch in France is a 3 course meal
for meals: Sit down, standing served with Alcohol
lunch finger food, sandwiches, no Soft drinks can be more expensive
alcohol than juices and wine in some
Be careful when substituting wine countries such as France and Spain
for soft drinks
38

39. Meetings Terminology
Category US Global
Meeting types Convention Congress
Convention terminology PCO (professional congress
organizer)
Secretariat (organizing admin
staff)
Attendees Participants Delegates
Lobby Level 0 Level 1
39

40. Visa Requirements Impact on Meeting Logistics?
• Visa requirements can impact the decision on the destination where a meeting is held and how a series of
meetings may be structured.
• For example it may be a smoother process to host a regionalized investigator meeting in India than
to ask 40 Indian attendees to travel to a larger Asia Pac meeting
• Does timing play a role?
• Lead time for meeting can have major impact
• Flight and accommodation may need to be booked prior to Visa issuance – can be taxing to planning
team when planning ‘last minute’
• Who’s responsibility is the Visa?
• Essential to define role of sponsor, meeting planning company, travel company, DMC and (or local
CRA for investigator meetings) in obtaining Visas
• Letter of invitation, embassy correspondence, clarifying instructions for individual, etc.
• Ultimately the attendee is responsible for filling in the application
40

41. Visa Requirements Affect on Meeting
Logistics?
• What is “Plan B” if Visa is denied?
• Excellent place to utilize technology- WebEx can be set up for participants
that were denied (Example Israeli attendees denied entrance to Turkey)
• Are there resources that can make the process easier?
• Embassy websites can be confusing or in foreign languages
• http://www.passportsandvisas.com/visas/index.asp
• Can choose meeting location country and view visa requirements for
various international attendees (all in English)
41

42. ESTA
• For International attendees traveling to the US (from the listed 36
Visa waiver countries)
• Cost: $ 14.00
• Purpose: a way to screen passengers in advance and improve security
• Website:
• https://esta.cbp.dhs.gov/esta/application.html?_flowExecutionKey=_c44BA1
569-AF6B-9FDE-8923-B7A3C754F5AF_kC0F1F80C-C5EC-7FB9-0DCE-
99F80AF51828

43. TO SHIP OR NOT TO SHIP
Is that really the question???
Best Practice: TRY TO SECURE LOCALLY
IF YOU ABSOLUTELY MUST SHIP:
• Use an International Freight Forwarder & Custom Broker
• Find a company specialized in the country to which you are shipping
• Expect to pay custom fees (and lots of it)
• Do not ship boxes heavier than 50 kg
• In certain countries, expect to exchange funds “under the table”

44. CASE STUDY
• 247 attendees: 206 HCPs; 12 sponsors; 22 CRO; 7 vendors
• Therapeutic area: CV
• Countries: Italy (10), France (15), Germany (10), Poland (5), Spain
(8), Ukraine (5), Russia (10), Sweden (5), Turkey (5), Israel (5), UK
(10), Belgium (15) – 2 HCPs per site
• Dates: First week of September
• One general session + 5 breakouts
• Location: Europe
44

45. Case Study
Considerations:
• August – most of EU closed : vacation/holidays
• Regulatory caps
• Congresses (ESC first week of September)
• Visa requirements (Russia/Ukraine, etc…)
• Venue approval (star rating/perception)
• Simultaneous interpretations
• Religious consideration to dictate dates (Ramadan)
• Appropriate hotel to accommodate such a large meeting (few in EU)
• Government approvals: France – CNOM; Belgium – MDEON, etc…

46. RESOURCES
46

47. Venues and F&B Budget
• Does everyone realize that the F&B caps for International meetings held in US go by the
lowest country cap?
• How to get creative with F&B pricing – Luncheon menus for dinner with one glass of
wine, charging meeting room rental to make up difference as most are used to paying
rental abroad.
• International Planners are used to square meters not square feet – make it easy for
them – use the internet to convert your square footage to square meters
• Deposits and Billing – Conferences planned for US from abroad are accustomed to
paying larger deposits and even paying up front – this is good for hoteliers as our
accounting departments don’t like to bill internationally despite whether they have
credit or not – don’t be afraid to ask for prepayment.
47

48. APPS
• http://meetingapps.com/
• World Customs and Cultures
• Weather Channel
• Converter+
• FlightTrack
• Metric Conversions
• World Clock
• Yelp
• Kayak
• TripAdvisor
• New to the IPad world: AppStart
48

49. BOOKS
CULTURAL PROTOCOL - READING LIST:
• DO’s and TABOOs of Hosting International Visitors – Roger E.
Axtell
• Multicultural Manners – Norine Dresser
• Kiss, Bow, or Shake Hands – Terri Morrison
• Global Dexterity – Andy Molinsky
49

50. COLORS
Color orange
In the Netherlands, the color orange stands for the Royal Family and
the Dutch National Soccer team. For the Dutch that means: Partying,
on Queensday, a national holiday, and at many soccer matches. The
orange color will make them think about that.
However, if you go East towards the Ukraine, the color Orange has a
totally different meaning. There, the color Orange stands for
“revolution” against the government. A completely different kind of
feeling.
50

51. COLORS
Floral Considerations
• Color purple in Brazil & Mexico = death
• White in Japan = death
• White chrysanthemums = flower of death in many European countries
• Carnations in France = bad luck
• Red roses = romantic intentions
51

52. CULTURAL PROTOCOL
EUROPE
• Address by suffix & last name until authorized to use first name
basis
• When working with the UK – know the difference between English,
Scots, and Welsh – don’t forget Northern Ireland
• RESPECT punctuality and definitely err to formality
• When eating, do not place hand on your lap
• Most important meal of the day: lunch

53. CULTURAL PROTOCOL
ASIA
• In face to face conversation – verbal or gestured “yes” usually means, “yes, I hear you”
– nothing more.
• In China – do not ask a question that requires a NO answer
• Very prompt society
• Personal space respected – not a touching society
• Conservative & traditional
• Remember India is in Asia
• Always ask about serving beef - Hindus do not eat beef

54. CULTURAL PROTOCOL
JAPAN
• Know the difference between Japan, China and Asia
• Chinese cuisine is not the same as Sushi or Japanese cuisine
• Fortune cookies are not Japanese – don’t mix and match menus
unless it is a buffet
• Japanese use “-san” after the family name (formal and senior)
• Use “-san after first name when equal and less formal
• Inappropriate to call by family name without -

55. CULTURAL PROTOCOL
AUSTRALIA / NEW ZEALAND
• Know the difference between New Zealand and Australia
• Rank in business and class structure minimized
• Great sense of humor – in all situations
• Frank yet friendly – dislike pretensions
• Appreciates punctuality

56. CULTURAL PROTOCOL
MIDDLE EAST / AFRICA
• Normal work week: Sunday through Thursday Muslim countries
• Punctuality relaxed
• Always ask about serving alcohol- devout Muslims DO NOT drink
but OK for others to drink
• Titles matter
• Be aware of Ramadan dates and learn more about Ramadan

57. CULTURAL PROTOCOL
LATIN AMERICA
• DO NOT assume that Brazilians speak Spanish
• Jumping right into business without a period of socializing is very
rude & American
• Punctuality relaxed
• Touching arms, elbows, or backs is common
• Eye contact during conversation very important
• Titles matter

58. CULTURAL PROTOCOL
LATIN AMERICA
Spanish Portuguese
Buenos dias Bom dia
Como estas? Tudo bem?
Gracias Obrigada (fem)
Pollo Frango

59. Meaning of Gestures
vs.
59

60. Various Resources
• CURRENCY EXCHANGE:
• http://www.xe.com/ucc/
• EVENT CANCELLATION INFO & INSURANCE:
• http://eventshield.com/
• METRIC CONVERSIONS:
• http://www.metric-conversions.org/
• SHIPPING & CUSTOM BROKERS:
• Events on the Move: http://www.eventsonthemove.com/
• TEXT TRANSLATION:
• http://babelfish.yahoo.com/
60

61. Various Resources
TRAVEL ASSISTANCE & INT’L MEDICAL INSURANCE:
• Medex Global Solutions
• www.medexassist.com
U.S. DEPARTMENT OF STATE:
• Register your travel and your meeting at travelregistration.state.gov
• Search for travel alerts, warnings, and consular information for your site at the
U.S. Department of State Web site. Note that there is now a mobile version of
the site: m.state.gov, optimized for viewing on your smartphone
61

62. Electrical Outlets

63. Electrical Current
• 110 vs. 220
• Adapter vs. converter

64. VAT RECLAIM
• Don’t leave money on the table
• VAT (Value-added tax) reclaim info:
http://www.globaltaxreclaim.com/
• Some destinations apply instant rebates to the Master (Mexico
10% - Chile 19%)
• Also known as IVA (LatAm) / GSM (Canada)
• Things are changing in Europe:
http://www.vanameyde.com/?Id=183

65. International Travel Tips
• Prior to going international – call your credit card companies
• Make sure that your cell phone has an activated International plan & enquire about rates
• Smart phones: watch the Int’l data roaming $$$
• Make sure passport is valid 6 months post travel & has at least 2 empty visa pages
• To avoid high exchange fees, upon arrival at destination, withdraw cash from local ATM
• Beware – credit card international transaction fees
• Learn a few words in the local dialect
• If you travel international + 6x a year: Global Entry Program (https://goes-app-
cbp.dhs.gov)
65

66. PRESENTERS CONTACT INFO
Rawya Tullgren Agnès Canonica
Takeda Pharmaceuticals. Inc. MD Events
E-mail: rawya.tullgren@takeda.com E-mail: agnes.canonica@md-events.com
Phone: (224) 554-2675 Phone: (610) 825-2660