Tag Archives: Language


I really believe this statement is true if an organisation is to be able to work really effectively across the barriers of culture, language, geography and time. The problem is that people are not necessarily born with an innate understanding of how business works in areas of the globe they don’t know and maybe have never visited.

The process of changing global mindsets in any international organisation is a three step process:

  • Awareness building: You have to get people to intellectually buy-in to the fact that international cultural differences can have a very significant impact on the efficiencies of any global organisation – and therefore its profitability. Sounds like an easy step but it isn’t.
  • Knowledge development: unfortunately it isn’t enough to be aware that cultural differences exist – you then need to acquire the specific knowledge to interface effectively in lots of different markets. Awareness will get you to accept the need to be adaptive and not make assumptions but the adaptations needed when dealing in India or Brazil will be very different. This knowledge can be acquired over long periods of time and through making countless errors or the process can be speeded up through good quality training interventions.
  • Embedding insight into corporate processes: Once people have awareness and knowledge, they need to embed the lessons learned into the warp and the weft of the organisation. If you work in a global environment, every time you make a decision the impacts of that decision land differently in different places. How can you control the potential negatives of the impact of unforeseen cultural consequences and reactions? It’s not easy but it can be done.

In my experience – and I’ve worked with major organisations all over the world on these issues – this process is rarely approached with a consistent, whole organisation plan and progress towards better quality and more effective global co-operation is slow.

If you would like to discuss how Global Business Culture can help you develop greater levels of cultural awareness and fluency within your organisation, please contact me on keith@globalbusinessculture.com

Intra-team communication within virtual teams who are working across the barriers of culture, language, geography and technology is bound to present certain challenges which are less problematic amongst co-located teams.  Many of these communication challenges are cultural in origin and this blog highlights one such challenge.

One major cultural difference in terms of global communication is that some cultures place far greater emphasis on the importance of oral communication between people whilst others prefer the written word.

In countries such as Germany and Sweden, only when something has been communicated in writing does that issue become a reality. However, other cultures (such as Italy or Saudi) place much greater emphasis on the value of spoken communication – things are only really believed when they have been communicated by people with whom they have a strong, trusting relationship.

This simple fact can have a major impact on communication flow and the achievement of objectives within, for example, an international team. Do you communicate to each team member in exactly the same format regardless of their cultural background? Might it be a good idea to communicate more information orally to certain people if you want them to fully ‘buy-in’ to what you want to achieve whereas email communication may be more successful with other people?

Agreeing communication protocols in advance is a critical element in making global virtual team work effectively – and this is just one specific example of the things that need to be looked at.

For more information on this and other global virtual team issues contact me at keith@globalbusinessculture.com