Getting Your Local Business in Front of an International Audience

A lot of people want their business to become more successful internationally. What they fail to realize is that various cultures have different preferences. U.S. culture highly values individual autonomy and self-effort. The responsibility of the individual for their own behavior is mandatory. Asian culture highly values individual dependence and group goals. Asian organizations see the company as something they are all loyal to, rather than a tool for increasing personal success.

International Success

In order to help your business become more successful in the international arena, it is necessary to know the preferences that you have in your own management style. Western managers like to control their workers to accomplish productive goals. Asian managers like to harness groups to achieve healthy goals. If you are trying to sell to a culture that values indirect communication, you might find that your sales are poor if you are too direct in your communication. If you are an indirect manager trying to sell to a direct culture, lack of focus in advertising will confuse potential customers about what you are actually selling.

Careful Implementation

Not every manager should handle international business. One of the dangers of going international is doing it poorly. Succeeding in international business requires hearing what customers are actually wanting. Having sales representatives hired in the target country is much better than sending domestic sales representatives. A lot of U.S. businesses have begun to catch onto this principle by partnering with local companies. When a U.S. company partners with an international brand, they are sending the message that they respect the local culture enough to value their assistance. There are many famous errors in business and politics caused because a foreign manager did not understand his international customers or partner. Having a local partner you work with can remove the probability that something important is lost in the translation.

Conclusion

The success of your business in the international market depends on how well you understand and respect the local culture. U.S. culture is often hated because they come off as pushy and insensitive. White U.S. citizens are extremely ethnocentric, and take pride in their national superiority. Marketing to the local culture requires being more patient and willing to listen than some have the time for. It is good to do an evaluation before entering the international market. Succeeding at home is better than failing abroad. Winning at international markets requires cultivating healthy relationships with foreign partners who can assist your organization.