The Cultural Challenge in International Trade Business

LEARNING OBJECTIVES
By the end of this chapter, you will be able to:
 Know the importance and role of culture in international business.
 Identify the international business and cross-cultural challenges.
 Understand how to address the cultural barriers in international business.

The Role of Culture in International Business

Introduction
Global expansion is demanding. If you're expanding into a market whose local culture is different from
your home market, you may experience cultural differences that present yet another challenge: a cultural
challenge.

In recent decades, cultural and international business have been inextricably linked. Thanks to globalized
goods, people, and money flows, companies growing internationally must deal with cultural differences
in new, local markets.

There are many ways — and reasons — international businesses need to keep culture in mind when
doing business abroad, such as:

Marketing and promoting products and services whose prices and use differ from one market to another
Relocating senior managers who would need to perform several business activities abroad
Engaging local customers in one market to expand into a neighboring market whose access is hard to
achieve directly

Establishing solid business partnerships with local suppliers, vendors, collaborators, etc.
Outperforming the competition by creating a more insightful, favorable, and enduring presence in a
market instead of a distant approach where you're less involved with local customers or businesses

Whichever reason you wish to do business abroad, culture is a staple.

Knowing how to do business in a different culture means that you need to understand which cultural
factors affect international business activities. This article shares what cultural barriers you need to
overcome and how to do so by centering culture in your global business operations.

The importance and role of culture in international business

When you start or expand your business abroad, you come into several cultural touch points. For
example, when discussing a contract with a local employee, using local language, negotiation methods,
and more are critical when establishing a respectful working relationship. This is cultural sensitivity.

The importance and role of culture in international business is a long-established area of interest in
business and academic research. For example, in a broad study on the role of culture in international
business, cultural context is shown to substantially influence how global companies perform everyday
duties in diverse cultural contexts. Specifically, going abroad makes companies adapt business
procedures to local customs.

This finding has broad implications for developing business strategies that are culturally competent on a
wide scale. Notably, while each company may (or should) have a clear and actionable business strategy at
home, applying this method without adopting it to local customs may fail and result in scandalous or
undesirable outcomes.

Moreover, the complexities involved in doing business abroad are informed by what makes a culture,
such as local languages, business practices, local dress codes, food habits, and much more. In short, doing
business abroad is, in many ways, more about understanding who your customers — and, by extension,
your business partners, suppliers, vendors, etc. — are in your chosen international markets of operation.

International business and cross-cultural challenges

International business involves a range of cross-cultural challenges, which present barriers across
cultural lines. Understanding cross-cultural challenges, or differences, is critical for your success as an
international business.

Think of these challenges as another barrier to market entry when doing business abroad. There is,
however, a primary difference between (usual) business and (and less so) cultural barriers:

Where business barriers can be overcome using business learning methods and models (e.g., marketing
strategies, business negotiation, etc.), cultural barriers need to be addressed using more innovative
techniques (e.g., role plays, immersive workshops, and cross-cultural programs). Such approaches can be
informed by how your staff interacts with local customers, suppliers, and partners.

So what are some common cross-cultural barriers you are likely to encounter? They come in almost every
shape, scope, and depth, including:

1. Cultural conflicts, primarily arising from cultural differences among your international staff
members
2. Parochialism, meaning your staff might (mistakenly) believe at-home rules and ways of doing
business apply equally (and literally) abroad
3. Individualism, meaning your staff members who are used to working independently might find
working in teams hard to do in your foreign markets
4. Cultural distance, meaning your staff — whose culture is vastly different from your foreign
market's — might be unable to adapt to new ways of doing business according to local cultural
customs.
5. Culture shock is an extreme case of culture difference where your staff assigned abroad cannot
adapt to local culture and habits so much that your final output as a business declines instead of
grows.
Underlying each factor affecting international business activities abroad are factors informed more by
culture and less by business processes. That is why you should address the cultural barriers you face or
are likely to face overseas.

For example, the Wing Zone franchise overcame local barriers to certain tastes of chicken offered as
standard in home markets. Tweaking Wing Zone's flavors to adapt to local preferences — by adding
tandoor in Saudi Arabia, for instance — has made Wing Zone an instant success.

In a second example, Wich Superior Sandwiches has worked on supply chain management (not taste) to
streamline operations outside the US home market. In doing so, this company has not only cut supply
chain costs but has also managed to localize supply chain practices to adapt to local ways of managing
supplies and vendors in different markets.

How creative companies can or not overcome cross-cultural barriers is not a fixed recipe everyone can
cook and enjoy everywhere. Instead, a wide range of factors, defined by culture as an overarching factor,
are at play in determining whether a product or a service could succeed at a given time and in a given
market. Understanding who your local customers and partners are defines your cultural competency
abroad as an employer and brand.

Addressing the cultural barriers in international business

To overcome cultural barriers, companies should:

 For international projects, carefully select employees who are cultural sensitivity, have an
expansive worldview and cultural knowledge, and a desire to learn about new cultures and habits
 Assign employees compatible assignments, meaning you should send your employees to markets
where local cultures are close to their home culture to avoid significant adaptation challenges,
particularly on first assignments
 Provide pre-departure training by educating selected employees about local cultural habits,
geography, dress codes, etc.
 Provide after-arrival orientation to help your assigned employees settle in and adapt to your
chosen foreign market by offering assistance in housing, commuting, shopping, etc.
 Provide financial and non-financial incentives (e.g., promotions upon returning home) for your
international assignees to ensure job insecurity, soothe feelings of separation from family and
friends, and fill gaps in employee engagement that may have occurred due to remote work.
 Prepare employees for reentry cultural shocks, helping them to reorient upon returning home.