Results of Poor Cross Cultural Awareness

Results of Poor Cross Cultural Awareness. Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can lead to gross errors which may have harmful consequences.

It 'important for today's business personnel to understand the impact of cross-cultural differences on business, trade and internal organization. The success or failure of a partnership, joint venture, merger or acquisition is essentially in the hands of the people. If these people are not cross culturally aware then misunderstandings, offense and a break down of communication can occur.

The need for greater intercultural awareness is heightened in our global economies. Cross cultural differences in how language, label, non-verbal communication, norms and values ​​can and do lead to cross cultural errors.

To illustrate this we have provided some examples of cross-cultural mistakes that could have been avoided with adequate cross-cultural awareness training:

An American oil rig supervisor in Indonesia shouted an employee to take a boat to shore. Because it is nobody criticizes an Indonesian in public, a mob of outraged workers chased the supervisor with axes.

Pepsodent tried to sell its toothpaste in Southeast Asia, stressing that "whitens teeth." They found that the local natives chew betel nuts to blacken their teeth which are attractive.

A company advertised eyeglasses in Thailand with a series of cute animals wearing glasses. The announcement was a poor choice since animals are considered as a form of low life and no self-respecting Thai would wear anything worn by animals.

The soft drink Fresca was promoted from a job in Mexico. She was surprised that her sales pitch was greeted with laughter, and later embarrassed when she learned that Fresca is slang for "lesbian."

When President George Bush went to Japan with Lee Iacocca and other American business magnates, and directly in explicit and direct demands on Japanese leaders, they violated Japanese label. To the Japanese (who use a high-context language) it is considered rude and a sign of ignorance or desperation to do to get direct requests. Some analysts believe it severely damaged the negotiations and confirmed to the Japanese that Americans are barbarians.

A soft drink was introduced in the Arab countries with attractive label that had stars on it - six-pointed stars. The Arabs interpreted this as pro-Israeli and refused to buy it. Another label was printed in ten languages, one of which was Hebrew - again the Arabs do not buy it.

American and British negotiators found themselves at a standstill when the American company proposed that "table" particular key points. In the United States "a proposal" is not to argue, while the same phrase in Great Britain means "you bring to the table for discussion."

In addition to interpersonal cross cultural gaffes, the translation of documents, brochures, advertisements and signs also offers us some comical cross cultural blunders:

Kellogg had to rename its Bran Buds cereal in Sweden when he discovered that the name roughly translated to "burned farmer."

When Pepsico advertising Pepsi in Taiwan with the announcement "come alive with Pepsi" they had no idea it would be translated into Chinese as "Pepsi brings your ancestors raised from the dead."

American Medical containers were distributed in Great Britain and has caused a stir. The instructions to "take off the top and push down", harmless to the Americans, had very strong sexual connotations with the British.

In Italy, a campaign for Schweppes Tonic Water translated the name into "Schweppes Toilet Water."

In a Belgrade hotel elevator: To move the cabin, push button for wishing floor. If the cabin should enter more persons, each one should press a number of wishing floor. Driving is then going alphabetically by national order.

In a Yugoslavian hotel: The flattening of underwear with pleasure is the job of the chambermaid.

In a Bangkok dry-cleaners: Drop your trousers here for best results.

In an East African newspaper: A new swimming pool is rapidly taking shape since the contractors have thrown most of their workers.

Detour sign in Kyushi, Japan: Stop - Side units.

In a Budapest zoo: Please do not feed the animals. If you have any suitable food, give it to the guard on duty.

In conclusion, poor cross cultural awareness has many consequences, some serious others comical. It 's essential that the global awareness cross cultural economy is seen as a necessary investment to avoid mistakes, as we saw above .......