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Presented at the AirPlus Global sales conference, Seeheim, Germany
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WHAT TRAVEL PAYMENT IS ALL ABOUT.
Friday 27 August 2010 - Seeheim, Germany Shaun Crause
S. 1 Dateiname / Datum
Working in a global environment and dealing with cultural differences’
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Introduction
Why I feel strongly about this subject
Have you heard someone say are we too German?
Myself and my experience in the global business world
5 years Greece
2 years Israel
1 year India
2 years Turkey
Working experience in USA, Asia, Middle East and Africa
" Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster." Prof. Geert Hofstede, Emeritus Professor, Maastricht University.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
4 Countries, 4 Nations, 4 Cultures – Meeting Culture
China
Business card exchange – use both hands
Introduction – do not make eye contact – lowering the eyes is a mark of respect
It is very rare that a decision is made in one meeting – patience is definitely a virtue
Great Britain
Diplomacy is the key – non confrontational
Humour is virtually all-pervasive
Consider themselves as punctual but it is fairly common to arrive 10 mins late for a meeting
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
4 Countries, 4 Nations, 4 Cultures – Meeting Culture
France
Presentation of speech is an art form – if you speak bad French do not bother
It is normal for interruptions to occur in meetings and emotions can run high
Rigidly hierarchical – with clear upward reporting
USA
No place for vagueness, diplomacy and lack of focus – time pressured
Presentations are vital and must be delivered positively & enthusiastically
Private affairs tend to be discussed early in a business relationship
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT. P. 5
http://www.youtube.com/watch?v=_OnLiA8gbmo
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Famous Marketing Blunders Coca Cola - China
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.” American Airlines - Mexico
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.
Pepsi - Taiwan
The slogan ‘Pepsi Brings you back to Life’ translated in Chinese really meant, ‘Pepsi Brings Your Ancestors back from the Grave
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Famous Marketing Blunders
Samarin – Arabic Newspapers
Samarin is a Swedish over- the-counter remedy for upset stomachs. They had an ad campaign that looked like comic strips with no text - there were 3 pictures, 1 a man looking sick grasping his tummy 2 drinking a glass of Samrin & 3 Man happy and smiling – success in Europe – in Arabic they read from right to left.
General Motors – South America
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”.
Gerber – Africa & France
When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Local companies covered them up with pictures of the contents.
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
A quick Quiz
Group attending to be split into 2 groups and each handed the quiz sheet.
5 minutes allowed to answer all questions – with 10 minutes for discussion afterwards with the correct answers – with explanation
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Group discussion
The same two groups to be given coloured cards and to discuss situations where they have had disagreements or felt a situation has not gone they way they wanted it to go - that they think have been due to cultural differences
Group 1 & 3 to discuss situations between
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
The last word
When working in the global commercial environment, knowledge of the impact of cultural differences is one of the keys to international business success
It is important for us to remember that when communicating with each other accross borders that our ways of thinking are much different and to respect those differences
We tend to have a human instinct that 'deep inside' all people are the same - but they are not. Therefore, if we go into another country and make decisions based on how we operate in our own home country - the chances are we'll make some very bad decisions
We work for a great company with a worldwide appeal – this is a great opportunity for all of us to learn to understand each other better and be more successful in our international edeavours
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
If you talk to a man in a language he understands, that goes to his head. If you talk to
him in his language, that goes to his heart.
Nelson Mandela
Γεiά σας
Nashledanou Čau
Ajunnginniarna
À bientôtさようなら
再見
להתראות
Hamba kahle
Hoşça kal
Good Bye
Tot siens
Auf Wiedersehen
Arrivederci
Adios
AIRPLUS. WHAT TRAVEL PAYMENT IS ALL ABOUT.
Resource:
http://www.geert-hofstede.com/
http://www.worldbusinessculture.com
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