Actions Speak Louder than Words

Simple, courtly gestures speak louder than words.

A courtly gesture, one that is a basic tradition of one culture sparked a debate at the recent Asian-Pacific Summit held in Beijing, according to a recent article by Reuters.  Noticing that the Chinese president's wife was chilled and their host was otherwise engaged, Vladimir Putin placed a shawl around the shoulders of the Host's wife.  

This is an example demonstrating cultural differences and what is considered acceptable behavior in public.

China suppressed all images of this courtly gesture.  In my opinion, it is an admirable gesture by the head of Russia that could have been seen in a more positive light by the head of China instead of in a derogatory light.  

Chinese officials try to portray President Xi and his wife as a loving couple with photos showing him shielding his wife from rain with an umbrella, or picking flowers for her, or a simple gesture like holding her hand.  I guess having another world leader attending to his wife's comfort did not look good for the host.

This can be true in personal impressions, when marketing yourself, or impressions of customer service for your company.  Culture can play a big role and it is important to respect the culture of others, as well as garnering their respect for your culture.  It is a difficult line to walk but it is also important to understand when marketing in our global oriented economy.

How would you suggest this situation be handled both on Mr. Putin's and Xi's behalf?  How can they take a second chance to make a first impression?  Your input is welcome.  Join the conversation.


by Karen Boggs

Crossing Borders: Cultural Differences in Marketing

So you have got your products or services settled in the domestic market and plan to venture into international market place.

Would you use the same marketing mix (product, price, place, & promotion) and strategies that you have developed for the domestic market and apply them to the global market?

The answer should be a resounding no.

When attempting to create a presence in international markets, it is vital to be aware of others' cultural sensitivities and develop marketing campaigns that are in line with the cultural norms of the target international markets. Local market knowledge will undoubtedly come in handy when competing with local companies armed with a vast array of information on the markets and customers.

Cultures are not static and they typically evolve over time. Global marketers must understand the target country's existing and emerging cultures, customs, and needs in order to devise marketing strategies that are tailor-made for that specific market. Failure to do exactly that results in a series of embarrassing marketing blunders. 





For example, did you know that the name of the baby food company Gerber means vomiting in French?