“Think Globally, Act Locally” 26-September-2012 John Lincoln VP Enterprise Marketing, du.
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“Think Globally, Act Locally” 26-September-2012 John Lincoln VP Enterprise Marketing, du
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Transcript of “Think Globally, Act Locally” 26-September-2012 John Lincoln VP Enterprise Marketing, du.
“Think Globally, Act Locally”
26-September-2012
John LincolnVP Enterprise Marketing, du
My upcoming book!
2 du Confidential and Restricted
One man’s meat is another man’s poison!
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What does this mean?
UK = O.K.
Russia = Zero
Japan = Money
Brazil = Insult
Different strokes for different folks!
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Just fit in, don’t go too far, will you?
Of nuances, semblances and perceptions!
• In Japan, do not stick the chop sticks vertically in a bowl of rice…
• In Korea, do not write someone’s name in red…
• Number 4 is very unlucky (it means death) in Asia…
o Psion (of UK) Series 3 PDA skipped to Series 5 to avoid this e.g.
• Do not shake with left hand (of course)…
• Personal space is very important in US…
• Yes does not mean yes (instead it mean “I heard” you) in certain cultures…
• Kissing on both cheeks while handshaking works in some EU, but not in Japan or China…
• …
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Did you know and why?
• In the early days in the US, African children preferred to play with white dolls?
• French children play among themselves closer (in terms of distance) to their parents than the American children do?
• In Russia, when a man hands over a peeled banana to a woman, he is romantically interested?
• When left alone, Japanese person has the exact same expression as American when negative images are shown. But when in a group, he smiles instead?
• …
6 du Confidential and Restricted
Some Verbal Miscues
• You’ve got to be “kidding!”
• Oh “shut up!”
• Let me “use” someone (in India, this is not good at all, but in other countries, it may not mean negative)
• “Fire” someone (in the US, this means termination of employment, but in other countries, it may mean verbal bombardment)
• …
7 du Confidential and Restricted
Generalization is Dangerous but…
• Time
o Chronocracy (Western) – time is money, being punctual is important, …
o Polychronous (Eastern) – time is fluid, “talking over” each other is okay, …
• Volume of voice
o Raised (Latin America) – normal
o Not raised (Canadian/Japan) – normal
• Personal space
o Larger (Americans) - expected
o Smaller (Europeans/Asians) – perfectly normal
• Responsibility
o Fate driven (Eastern)
o Personally responsible (Western)
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Generalization is dangerous!
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• Patience
o Queue waiting (e.g. UK) – orderly, follow democracy, …
o French-queue – anything goes?
• Face and Face-saving
• Sense of belonging
o Individualism (Western)
o Communitarianism (Eastern)
• Eye contact
o Must for some, rude for others
• Toucho Natural for some, no-no for others
You must internalize the power distance, risk averseness, male orientation and individualism of a culture!
10 du Confidential and Restricted
Return privileges andExtended warrantiesMight be enticing
Promotions commensurate With social statusMight be enticing
Promising empowermentMight be enticing
Communal BenefitMight be enticing
The “providence paradox” is real!
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Consumer only willing to pay $50 Consumer willing to pay $300~$500
90 percentile wine quality 90 percentile wine quality
Venezuela Farm
Venezuela’s product not viewed as premium Belgium or Swiss Premium Chocolate Products
Three Methodologies to Overcome the Paradox
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By methodical incremental value creationEarn
By acquisitionBuy
By creating effective branding or channelCreativ
e
The P’s in the Lincoln pod
• Purpose
• Profit
• Plan
• Process
• Pace
• People
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In Conclusion
• Mindful of P’s
• Think globally, act locally
• Know thy audience
• Overcome Providence Paradox
• Be successful with purposeful plan
14 du Confidential and Restricted
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