Ethnocentricity & Business Abroad: It’s Not about You
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ETHNOCENTRICITY & BUSINESS ABROAD:
IT’S NOT ABOUT YOUBy: Fathy Shetiah
www.7clingo.com
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WHAT IS ETHNOCENTRIC
ITY?eth·no·cen·trism: n. The belief in the superiority of one’s own ethnic group.Furthermore: Thinking that all other groups are measured in comparison with one’s own.
-language, behaviors, customs, religion
Truth: When conducting business abroad, it is not all about you!
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PEOPLE’S REPUBLIC OF CHINA
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PROFILEPopulation: 1,336,718,015 (July 2011 est.)
Government: Communist Party of China
People: PRC recognizes 55 ethnic minorities, Han is the majority
Religion: Taoism, Buddhism, Confucianism, Christianity, Islam
Language: Various dialects, Mandarin official standard language
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CONSIDER THIS…Social Norms -Greetings -Communication Style -Respect -Asking Q’s -Society Structure -“Face” -Collectivism - Passivity Business
- Negotiations-patience!- Presentations- Gift giving- Meetings- Miscellaneous
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INDIA
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PROFILEPopulation: upwards of 1 billion
Government: Federal Republic
People: Indo-Aryan largest ethnic group, Dravidian
Religion: Hindu, Muslim, Christian, Sikh
Language: Hindi is the main official language, English Is the language of business; 21 other official languages
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CONSIDER THIS…Social Norms -Greetings -Society Structure -Time -Hierarchal
-Communication style-Asking Q’s
Business -Negotiations -Gift-giving
- Management -Meetings -Miscellaneous
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REPUBLIC OF
INDONESIA
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PROFILEPopulation: 245 million (July 2011 est.)
Government: Republic
People: More than 300 ethnic groups; Javanese composing the largest segment
Religion: Muslim, Protestant, Roman Catholic, Hindu
Language: National language: Bahasa Indonesia
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CONSIDER THIS…Social Norms
- Greetings -Collectivism-Time -Gender roles
- Communication style- Society structure
- Hierarchal-Social harmony
Business- Negotiations- Gift Giving- Management- Meetings- Miscellaneous
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FAILURES ABROADTranslations gone array
To start…-During its 1994 launch campaign, the telecom company Orange changed its ads in Northern Ireland. "The future's bright … the future's Orange." In the North, the term Orange suggests the Orange Order. The implied message that the future is bright, the future is Protestant, loyalist... didn't sit well with the Catholic Irish population. ~2006
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Pepsi Co: India- Pepsi was sued in an Indian city court in a public interest litigation for glorifying child labor in a television ad. In the ad, the Indian cricket team is in a celebratory huddle when a young boy serves them Pepsi. ~2004
China- “Come Alive with Pepsi”= “Bring your ancestors back from the dead.”
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Google Fails:-There are blogs dedicated entirely to the translation faux-pas
Example: Lady Gaga->Britney Spears
Trustworthy?
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KFC: SUCCESS STORY
When translated into Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off". now a success in China
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NOW LET’S COMPARECountry
Time important?
Greeting
Decision Making
Gift-giving Language Commun-ication
Economic Status
China Yes, very handshake
Varies Take caution Many variants of Chinese
Indirect, but lively
Developed
India Relaxed, but be on-time
Handshake/ Namaste
directional Acceptable, under proper circumstances
Hindi – most common, English widely spoken
Indirect Growing/Emerging market
Indonesia
Relaxed, but be on-time
Handshake(soft grip) or slight bow
directional Acceptable, under proper circumstances
Bahasa Indonesia, various other dialects
Indirect, diplomatic, subdued
Untapped market/Emerging
UnitedStates
Yes, time has a sense of urgency
Firm handshake
Varies Acceptable English among other languages
Direct eye contact
Developed
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Thank You!
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SOURCES
-globaledge.msu.edu-http://www.culturecrossing.net/index.php-engrishfunny.failblog.org
www.7clingo.com