cross culture in business

Topics: Culture, Cross-cultural, Cross-cultural communication Pages: 2 (705 words) Published: September 26, 2013
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Ranging from apparel brands like GUCCI, PRADA and DOLCE & GABBANA to cosmetics like L’OREAL and REVLON there are various brands that has established it’s mark in India. It is said India is a place where there are numerous opportunities to become millionaires and still its market is not fully explored. Products are recognized and associated with its brands. Though international brands are highly sought after, there is always a major chunk of international products that miserably fail in the market. Is it because it does not get a mega budget ‘filmy-wala’ style launch? Or is it simply that the product lacks those benefits for which it was created? CROSS CULTURE in business is becoming a prominent problem for the failure of a product in international business. Cross cultural sensitivity is the quality of being aware and accepting other cultures. This is important because what seems acceptable in some countries can be rude or derogatory in other countries. A culturally sensitive person would understand other countries’ traditions and ways of life, or attempt to learn and apply new understandings and thus produces product by considering the market’s culture. Cross cultural awareness is important while dealing in international relations or trade. It can mean the difference between a brand succeeding or failing in an international market. WONDERS TURNED INTO BLUNDERS:

Cross-cultural differences can lead to cross cultural blunders. Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences.Some cross cultural barriers are body language, etiquette, establishing trust, religious beliefs, and social habits. To quote few instances -

In case ofLanguage Issues -A brand name that conjures images of quality and reliability in one language may have...
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