Cultural Intelligence
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This document discusses the importance of cultural intelligence when operating as a multinational company or individual in a foreign location. It notes that many large brands have failed due to lack of understanding of local culture, beliefs, and behaviors. The document emphasizes that developing cultural intelligence requires recognizing individuals rather than seeing people as just members of a group, and stresses taking time to understand local values and personalities in order to avoid mistakes made by some multinational companies in the past.
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Cultural Intelligence
- 1. GLOBAL NEIGHBOUR Nata Aliabyeva, Alumna AIESEC in Lviv, Ukraine
- 2. GLOBAL BUSINESS Individuals could learn where brands failed
- 3. MULTINATIONALS LOVE U! • Suffer From Diarrhea. Coors • Fly Naked. American Airlines • Nothing Sucks like an Electrolux. Electrolux • Baby’s inside! Gerber • Female Horse Stuffed with Wax. Coca-Cola
- 4. SORRY MAN, YOU ARE NOT A LOCAL ANYMORE
- 5. CULTURAL INTELLIGENCE Recognizing and understanding of the beliefs, values, attitudes, and behaviours of a group of people and the ability to apply that knowledge toward the achieving of specific goals. WIKIPEDIA
- 8. BUT YOU MEET INDIVIDUALS!
- 9. DO YOUR “HOMEWORK” VALUE PERSONALITIES ADD COLOURS
- 10. THANK YOU! Twitter: @aliabyeva Email: nata.alabyeva@gmail.com
Editor's Notes
- Introduction: 1 min My background: AIESEC and ALU; We will talk about cultural effectiveness in business and how all of us can be more successful in the new business culture. Why Global Neighbor: as in a real live, neihbours are part of our everyday life, they are just there, next to our flat or a house. But it’s your choice whether you let them enter your life or stay on the few meters or physical and mental distance. Same with the globalization - it’s already there, but it’s really up to you whether you learn how to deal with it or you block yourself in your own little world.
- Introduction about myself and the global team , what do I do and how ability to work with different social groups and cultures help you to succeed.
- 13. When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, "It won't leak in your pocket and embarrass you." The company thought that the word "embarazar" (to impregnate) meant to embarrass, so the ad read: "It won't leak in your pocket and make you pregnant." 12. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing Sucks like an Electrolux." 11. Clairol introduced the "Mist Stick," a curling iron, into Germany only to find out that "mist" is slang for manure. Not too many people had use for the "Manure Stick." 10. Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea." 9. Pepsi's "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese. 8. When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what's inside, since many people can't read. 7. Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine. 6. Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken," was translated into Spanish as "it takes an aroused man to make a chicken affectionate." 5. When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign literally, which meant "Fly Naked" (vuela en cuero.) in Spanish. 4. An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I Saw the Potato" (la papa). 3. The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read "Are You Lactating?" 2. General Motors had a very famous fiasco in trying to market the Nova car in Central and South America. "No va" in Spanish means, "It Doesn't Go". 1. The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the Wax Tadpole" or "Female Horse Stuffed with Wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokoukole", translating into "Happiness in the Mouth."
- 3-4 min THE PROBLEM How many of you are Belgians? Flemish? Born in Antwerp? What countries are you from? Congress of Local and Regional Authorities of the Council of Europe Some data about Antwerp: About 13% of the city’s population consists of foreigners, of whom 8% are non-EU nationals. In a globalised world, international tensions are also felt at local level, as is evident in Antwerp, which is home to a large community of Jews and Muslims. However, these percentages do not fully reflect the ethnic diversity of the city, as a large number of inhabitants of foreign origin have taken Belgian nationality in the past few decades. Overall, the number of inhabitants with a migratory background – that is, foreign nationals or Belgian nationals born with a foreign nationality – represents 26.6% of Antwerp’s population. Every 5 th is non Belgian! http://www.eurofound.europa.eu/pubdocs/2009/491/en/1/EF09491EN.pdf How many of you have people from other countries in your class? – required In your group of friends? How many of you had a foreign boyfriend or girlfriend?
- Cultural intelligence is not only about nationalities, it’s also about different group behavior within companies: engineers, sales, PR etc.
- POTENTIAL Example with high context cultures and low context cultures http://blogs.forbes.com/glennllopis/ 5-7 min Hard core data on how multinationals need global thinkers. Examples from Alcatel-Lucent. http://hbr.org/2004/10/cultural-intelligence/ar/2 Peter’s three difficulties correspond to the three components of cultural intelligence: the cognitive; the physical; and the emotional/motivational. Cultural intelligence resides in the body and the heart, as well as the head. Although most managers are not equally strong in all three areas, each faculty is seriously hampered without the other two. Head: group and understand behaviour, cultures are only about different nationalities, but also about corporate culture within different teams. You should be able to distinguish what is common for different people. Body: They, in turn, become more trusting and open. University of Michigan professor Jeffrey Sanchez-Burks’s research on cultural barriers in business found that job candidates who adopted some of the mannerisms of recruiters with cultural backgrounds different from their own were more likely to be made an offer. Heart: Adapting to a new culture involves overcoming obstacles and setbacks. In short, the Mercury resisters did not understand the impulse behind the change (head); they could not bring themselves to alter their appearance (body); and they had been in the Mercury environment for so long that they lacked the motivation (heart) to see the experiment through. My personal example with CALA training and video-conferencing (grey mute for asia)
- Fun facts from trainees and aiesec side. How AIESEC helps you to explore different cultures through global conferences, internships, learning networks etc. You have friends everywhere, you learn and explore.
- Few min as a conclusion, that cultural effectiveness and understanding is your homework, but you have to understand that we meet personalities and our intelligence and knowledge (the homework) help us to understand them better.
- Analyze human’s behavior, try to find where is the common ground, learn about different cultures; you meet a human, not a template. Imagine, that when you enter a room you have stickers on you with people’s stereotypes, sounds sexy? Cultural intelligence is a hard work, you will surely fail couple of times in the beginning. But it worth keep going. Being smart and open or being closed idiot is always a choice. AIESEC gives you an opportunity to explore cultures, but you have to pick up your lovely ass to do that.