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n negotiating in Germany one can expect a counterpart whi is through, systematic, very well prepared, but also rather dogmatic and therefore less flexible and willing to compromise. Efficiency is emphasized. In Mexico, however, the counterpart may prefer to address problems on a person and private basis rather than on a business level. This means more emphasis on socializing and conveying one's humanity, sincerity, loyalty and friendship. Also, differences in the pace and business practices of a region have to be accepted. (Czinkota et all 2009: 77)

 

Adjusting to differences requires putting one's own cultural values aside. The following analytical approach is recommended to reduce the influence of cultural bias:

 

1. define the problem or goal in terms of the domestic cultural traits, habits and norms.

 

2. Define the problem or goal in terms of the foreign cultural traits, habits and norms. Make no value judgements.

 

3. Isolate the self-reference criterion influence in the problem and examine it carefully to see how it complicates the problem.

 

4. Redefine the problem without the self-reference criterion influence and solve for the optimum-goal situation.

 

This approach can be applied to product introduction. If Kellog's Co. Wants to introduce breakfast cereals into markets where breakfast is traditionally not eaten or where consumers drink very little milk, managers must consider very carefully how to instill the new habit. In France, Kellogg's commercials are aimed as muchat providing nutrition lessons as they are at promoting the product. In Brazil, the company advertised on a soap opera to gain entry into the market because Brazilians often emulate the characters of these television shows. ( Czinkota et al 2009: 78)

 

The increase in the overall international activity of firms has increased the need for cultural sensitivity training at all levels of the organization. Further, today's training must encompass not only outsiders to the firm but also interaction within the corporate family as well. However inconsequential the degree of interaction may seem, it can still cause problems if proper understanding is lacking. Consider, for example, the date written as follow: 11/12/04. A European will interpretate this as the 11th of December; an American as November the 12th. Some companies try to avoid the training problem by hiring only nationals or well-travelled individuals for theit international operations. This makes sense for the management of overseas operations but will not solve the training need, especially if transfers to a culture unfamiliar to the manager are likely. International experience may not necessarily transfer from one market to another. The foster cultural sensitivity and acceptance of new ways of doing things within the本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。