Taking on an overseas project? Working with clients in a different country? While expanding overseas is an exciting undertaking, it can also present a number of challenges. Some of these are more predictable than others: financial and physical limitations, for example, are to be expected when expanding overseas. Cultural challenges, however, are sometimes less obvious and should be carefully considered before and during your business venture abroad.
Varying concepts of “time” provide a good illustration of one of the cultural differences between the United States and other countries. While Americans place a heavy emphasis on order and sequence and tend to focus on short-term goals, other cultures view time as more circular and often understand the future as an extension of one’s preparation in the present. This can lead to differing views on important concepts such as deadlines and investments. For more information on the dichotomy of sequential and synchronic perspectives on time, see this fascinating article on communicating across cultures.
Another consideration is the increasing global emphasis placed on sustainability. In countries where “green” efforts have progressed more rapidly than those in the United States, additional requirements may be encountered, including more stringent emissions standards and an increased priority given to public transportation.
Other, more general cultural concerns should also be taken into consideration when expanding your business abroad. When marketing your business, concepts as simple as color choice can be crucial to your success: any given color may have distinct connotations in distinct cultures. In addition, workplace customs may differ from country to country. Varying perspectives on issues such as personal space, company hierarchy, and trust should be acknowledged when interacting with partners overseas. In her article written for the Wall Street Journal, Emily Maltby recounts the story of a director who found his enthusiastic greetings met with seemingly unhappy responses while he was abroad in Russia. He returned to the United States, convinced he had failed his expansion efforts, but later realized his Russian counterpart’s seriousness was simply a reflection of Russians’ cultural attitudes towards business settings.
Cultural differences must always be factored into your decision to build across borders and should continually be considered as you move forward with your overseas development. Do you have any advice for companies looking to expand abroad? Have you faced any unexpected cultural challenges in your experience overseas? We would love to read your thoughts in the comments!
