Some interesting statistics captured in the report, Language and culture in British business, highlight some of the main countries with which British firms are facing cross cultural challenges. The book draws upon surveys of British businesses looking at language and culture in trade, among which are the seven LNTO/CILT audits undertaken between 2000 and 2003.
From the results it was discovered that companies felt the major cross cultural challenges were with Japan, France, the Middle East, China and Germany. The graph below illustrates the complete results.
Results: Japan 12%, France 12%, Middle East 12%, China 11%, Germany 9%, Other 20%, USA 2%, Korea 3%, S.E. Asia 4%, Spain 5%, Italy 6%
It is interesting to note that over 30% of respondents claim that there are cross cultural issues with European countries. It is usually felt within business circles that cross cultural training is only necessary for countries in Asia and Africa and not Europe because they are "so like us". The statistics clearly show that despite our European commonality we still have major differences in the way we do business.
Even more, of the European countries, France (our closest neighbour) also provides the greatest cross cultural challenge. Why? Firstly, UK businesses are a lot more likely to deal with France rather than say Poland or Slovakia. Secondly, there is a major gap in terms of language. Both English and French compete on the international stage as world languages. The French very much like to conduct business in French and the English in English. Thirdly, there are clear cross cultural differences in ways of approaching business such as in communication, meetings, establishing trust and making agreements.
Many of the other countries cited as posing particular cross cultural challenges, namely the Middle East, China and Japan have long been identified as regions where not only the business culture significantly changes but that there is a fundamental difference in ways of life. For example in the Middle East, Islam is very much an underlying current behind most social and business behaviour. Similarly in China, Confucianism dictates many of their behavioural patterns. Japan poses many intricacies in terms of etiquette and protocol developed out of their uniquely hierarchical society.
Overall the statistics point to recognition among British business that cross cultural awareness is a necessity when dealing internationally. It will be interesting to note how these statistics change over time as shifts in economic and political spheres influence who is doing business with whom.
Notes:
"Language and culture in British business" is by Stepehn Hagen.
LNTO/CILT="Languages" National Training Organisation, now part of CILT, The National Centre for Languages
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