18 . Glasgow Business October 2015


Chamber


training online www.glasgow chamberof


commerce.com/ training


Creating competitive advantage


» Bringing cultures and diverse languages closer together


D


on’t worry, the project manager said, “we all speak English here, so no problem.” Tat was


the first big misconception! Te English language has long


been generally accepted as the international means of business communication but what about when things go wrong? When there are disagreements and misunderstandings, for example, with people from different countries and cultures having to express their views and inner feelings in another language? When organisations ‘go global’,


they believe that they understand a host culture, can manage intercultural differences and find synergy with the organisational and national culture and individual ethnic differences. But whilst they have control over their own corporate language and culture, they have litle or no influence over that of the host nation. Foreigners are an ethnic minority in a host country, as is their organisational culture. Tus, perceptions remain contextual with their own environment. Speaking the language of an


overseas client, organisation, partner or company office can offer invaluable insights, whether a company is dipping a tentative toe into international markets, or already operates multi-nationally. Research conducted by the


European Commission across 27 member countries found that just 18 per cent of respondents reported purchasing goods and services online in a language other than their own “frequently or all the time,” while 42 per cent never do so. Even in Sweden, where English


is widely spoken, 80 per cent of business purchasers expressed a preference to buy in their own


language. Culture and


language are only two pieces of the jigsaw that help organisations run successful and profitable cross-border operations. However, companies ignore them at their peril as they can be decisive in landing that crucial first overseas order or suffering operational difficulties with an international partner. UK firms are particularly bad at realising the damage that ignorance of culture and language can cause. Our neighbours in Europe are generally far cannier. Going global is not just about


selling or buying goods and services across cultural borders but it is about delivering value to meet the expectations, perceptions and the desires and needs of the people in the host country. Influence at the top can help you start the business, but it is trust, relationship and expectation management with the people in the local organisation and society that will help build a lasting and successful business. Two members of Glasgow


Chamber of Commerce with specialisms in this area will deliver a workshop during the Chamber’s autumn/winter training programme, identifying how both topics can contribute to success or failure, and how local companies can use them to their benefit in the bid to compete globally. Anthony Madill is Business


Development Manager at Global Connects, a leading UK translating and interpreting company working with major governmental bodies and a range of international organisations. Barry Rogers is Managing Director at Inspire Mankind, a Renfrewshire-based company specialising in individual and organisational development across a wide range of cultures. To express interest in atending


the workshop, please email Elaine Rodger: elaine.rodger@ glasgowchamberofcommerce.com or call on 0141 204 8332.


» Forthcoming training


FOCUS ON … MANAGING PEOPLE Tuesday 6 October


FOCUS ON … LINKEDIN Wednesday 7 October


QUALIFICATIONS: AN EMPLOYER’S GUIDE Tuesday 20 October


MASTERING ... FACILITATING GROUPS Thursday 22 October


FIRST AID AT WORK Tuesday 27 – Thursday 29 October


HOW TO … BULLETPROOF YOUR IMMUNE SYSTEM AGAINST STRESS AND ILLNESS Thursday 29 October


For further information on all our courses, please contact our Training Department on 0141 204 8332 or training@glasgowchamberofcommerce.com or visit: www.glasgowchamber ofcommerce.com


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