subject: Cultural Aspects Of Doing Business In Europe [print this page] Jesus " for some reason my partnership with this client does not work out well. What could be so critical in the process of securing the right "matching"?
Developing strong business relationships is not really an easy thing to do. However, loosing your customers' trust could be a very fast process if not managed properly. Compared to this, driving a Lamborghini or Ferrari on a German highway could be considered as very slow!
Ever thought about the cultural aspect of doing business? Without a clear understanding and even respect of one another, it will be extremely difficult to assure "full alignment". Creating the ideal "working together" when facing your own team or your clients could be a cumbersome thing.
It"s quite strange to understand that many companies are still not aware of the importance of local business culture. Far too often this crucial element is still treated like a "soft animal" and so not on top of the priority list.
You might be Mister Einstein"s cousin, have the looks and charisma that speaks but without that cultural flavor you will fail. A true "must have" and no longer "something soft" in these days of globalization. Like every continent, Europe is full of "things to know". With its complex structure and variety of people and countries it would be very challenging to use the terminology of European business. You can only make that failure once!
Hopefully you are not hesitating to develop or reinforce your business activities with European countries. Despite the globalization and ongoing discussions on power shifts from West to East, the "old continent" remains one of the strongest economical zones on this earth. The fall of the Berlin wall also opened up extra growth opportunities for the poorer Eastern part!
Hereby an overview on Pro and Cons of doing business in Europe:
Some positive points:
1.Infrastructure
2.Quality of life
3.The Western part is one of the richest zones worldwide
4.Market size
5.Mainly well-established companies
6.Very strong quality brands
7.Technological level
8.Good reference for sales purposes elsewhere
9.Pioneering and innovative approach
10.Mid to long-term focus
11.Logistical advantages (global hubs)
12.Eastern European developments
13.Easier spin-off effects towards other areas
14.High educational level Language skills
Some negative points:
1.Complicated fragmented landscape
2.Difficult to secure a harmonized approach
3.Rather limited European wide scale-effects
4.European versus local rules and regulations
5.Specific business behavior on a country basis
6.Flexibility and adaptation to changes
7.Rigid slow business processes in some countries
8.Hierarchical structures
9.Demography and aging population
10.Variety of used languages and styles
11.Making failures is a shame
12.Difficult acceptance of "at least you tried it"
13.Limited European feeling and consensus
14.Political mingling with business
15.Protectionism
With an open mind for understanding the various in-country business specifics you can walk very far! Without considering the local "things to know" you will fail "Interested to know some reasons why cultural awareness guidance is necessary before doing business in Europe? You need to create your business and communication strategy on a country-basis! Unless you would assume that a German business meeting would be similar to a French one.
"Listen very carefully; I shall say this only once":
"Europe does not really exist
"All Europeans are truly different
"No single country is 100 % comparable to one another
"Even talking the same languages (linguistically) is not a guarantee for "equal minds"
"Sensitivity has a different value everywhere
"The voice and speech tone could distract you
"Some countries have an invisible wall to protect themselves
"The word and decision of the boss has a different value comparing country A to B
"People could just love or truly hate your jeans trousers
"Time to decide is something quite relative (like Einstein"s theory)
"Taking initiatives and risks changes from West to East and from North to South
"Political influences do probably exist everywhere but not all will tell you
"What people would do for money is far different in the East
"Lunches and dinners are or "very important" or "for the stomach only"
"Many people speak many languages but not in every country
"Some countries can be "clustered" as more or less "comparable souls"
"Corruption is a national sport in many countries but ssssstttthhhh ...
"The climate stresses or embraces people
"Often "who you know" is more important than "what you know"
"The level of service is not always what you expect
"People are usually friendly but not everywhere and always
"Big behavior differences do even exist within smaller countries
"Only some local laws and regulations are truly common European
"Some countries have "silent trains" where you are not allowed to speak J
"Many cities have their own "brand" and high specialty
"Some countries only "seem" more or less identical in terms of approach
"A clustered structure of countries exists only more or less
"A real European process can only work when considering the different local specifics
"Things that would sound normal in country A might not have the same significance or impact in country B
"Local governmental rules might drive success and behavior
Do you like to know some clear examples?
"Although the Flemish (Belgium) people speak the same language as the Dutch, they are completely different
"Speaking straight is pretty common in The Netherlands, Finland and Poland but not in Italy, Spain, France or Belgium
"Germans usually speak with a louder voice
"In Switzerland people are well "connected" due to a very high level of pride (the domino effect)
"The Spanish and Italians are not always arguing although it seems like
"Dressing well in Denmark has a different value compared to Italy
"Very often you can physically identify Eastern European people
"Money is a key driver for all but with a different importance East to West
"Promoting innovations could be a national sport or the opposite
"Food prices in Belgium and France are significantly higher compared to Germany and The Netherlands for similar products
"Cars are double as expensive in Denmark due to local tax structures
"Talking English is not easily accepted in France
by: Johan Van Hamme
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