Cross Cultural Solutions For International Business
By Neil Payne, Wed Dec 7th

Globalisation, the expansion of intercontinental trade,technological advances and the increase in the number ofcompanies dealing on the international stage have brought abouta dramatic change in the frequency, context and means by whichpeople from different cultural backgrounds interact.

Cross cultural solutions to international business demands areincreasingly being viewed as a valid and necessary method inenhancing communication and interaction in and betweencompanies, between companies and customers and betweencolleagues.

Cross cultural consultancies are involved in aiding companies tofind solutions to the challenges cross cultural differencescarry.

International and national businesses are ultimately the resultof people. As with incompatible software, if people are runningon different cultural coding, problems can occur. Cross culturalconsultancies therefore concentrate their efforts oninterpersonal communication.

Different cultures and cultural backgrounds between a highlydiverse staff base brings with it obstacles, challenges anddifficulties. Cross cultural differences manifest in generalareas such as in behaviour, etiquette, norms, values,expressions, group mechanics and non-verbal communication. Thesecross cultural differences then follow on through to high levelareas such as management styles, corporate culture, marketing,HR and PR.

In order to overcome potential pitfalls, specialist attention isrequired in the form of a cross cultural consultant. As onewould approach a doctor for a medical diagnosis or an accountantto examine finances, cross cultural consultants offer theexpertise, experience and know-how to diagnose problems andprovide solutions to interpersonal cultural differences.

Within companies there are many facets in which culturaldifferences manifest. Some key areas which cross culturalconsultants deal with include, but are not exclusive to, thefollowing:

Cross Cultural HR: HR covers a wide range of business criticalareas that need cross cultural analysis. Consultants may offeradvice on a number of areas including recruitment, relocation,international assignments, staff retention and trainingprogrammes.

Cross Cultural Team-Building: in order to have a wellfunctioning business unit within a company, communication iscritical. Cross cultural consultants will provide tools andmethods to promote staff integration, reduce cross culturalconflicts and build team spirit. This is essentially donethrough highlighting differences and building on strengths toensure they are used positively.

Cross Cultural Synergy: international mergers, acquisitions andjoint-ventures require people from different culturalbackgrounds to harmonise in order to succeed.

Cross culturalconsultants counsel on group mechanics, communication styles,norms, values and integration processes.

Cross Cultural Awareness Training: working with colleagues,customers or clients from different cultural backgrounds, withdifferent religions, values and etiquettes can occasionally leadto problems. Cross cultural awareness training is usually ageneric introduction into a culture, country, region orreligion. The aim is to equip the trainee with the adequateknowledge to deal comfortably with people from differentcultures, avoiding misunderstandings and mistakes.

Cross Cultural Training for Expatriate Relocation: staff thattravel overseas need to understand the cultural basics of thehost country or region. Knowledge of the country’s history,culture, laws, traditions, business practices and socialetiquettes all help to minimise the impact of culture shock andhence smooth their transition overseas.

Cross Cultural Negotiations: equipped with their knowledge ofthe two or more cultures that can be meeting around thenegotiation table, a cross cultural consultant advises on areassuch as negotiation strategies, styles, planning, closure andetiquette in order to increase the chance of a successfuloutcome, free from misunderstandings, suspicions and generalcross cultural communication breakdown.

Cross Cultural PR Consultancy: brand image, public relations andadvertising are all areas companies must be careful of whenmoving out of the national context. Tastes and values changedramatically from continent to continent. It is crucial tounderstand whether the brand name, image or advertising campaignis culturally applicable in the target country. Cross culturalconsultants examine words, images, pictures, colours and symbolsto ensure they fit well with the target culture.

Cross Cultural Language Training: Language training is an areawhere little investment is made by companies, but where thebusiness advantages are great. Linguistic knowledge goes a longway in bridging cultural gaps and smoothing lines ofcommunication. Cross cultural consultancies provide languagetraining to business staff, moulding their learning to thebusiness environment in which they work.

In conclusion, clearly the role and expertise of cross culturalcommunication consultants is important for today’s internationalbusiness. The potential pitfalls cross cultural differencespresent to companies are extensive. In essence a cross culturalconsultant’s primary objective is integration. This integration,between colleagues, clients and customers is crucial forbusiness success. Equipped with experience, knowledge and aboveall objectivity, a cross cultural consultant creates bridges ofunderstanding and opens lines of communication.

About the author:Neil Payne is Director of London based cross culturalcommunications consultancy Kwintessential.