Overcoming Language and Cultural Barriers in Global Markets

1. Overcoming Language and Cultural Barriers in Global Markets Professor Peter Gold UWE, Bristol and Regional Language Network South-West

2. This presentation • What is the Regional Language Network? • Is there a problem in the UK and what are the consequences? • Why do languages in business matter? • What are the benefits? • Examples of differences in cultural practice • What kind of advice does RLN offer?

3. What is the Regional Language Network? • RLN SW is funded by the RDA and offers free advice to businesses on developing a successful foreign language and cultural strategy. • It aims to help improve the performance of SW businesses in international markets and to contribute to raising skill levels in the workplace by showing the benefits of using languages and cultural understanding.

4. They don’t all speak English • What % of the world’s population speak English as their mother tongue? • What percentage of the world’s population speak no English at all?

5. Is there a problem in the UK? • 80% of export managers cannot conduct dealings in another language • % of UK executives capable of negotiating in more than English is half the EU average • Only one third of UK graduates are confident enough to work abroad, compared to two-thirds in other EU countries

6. Selling more than we buy • Where English is the language of our customers we sell more than we buy

7. Buying more than we sell • Where the language of our customers is not English we buy more than we can sell

8. Choosing markets: Sweden or Spain? • We prefer to trade with countries where we know we can use English rather than develop markets with more potential

9. Why do languages in business matter? • Nearly half exporting SMEs have experienced linguistic or cultural barriers • One in five has lost business • Lack of languages can affect • Communication with agents and distributors • Making effective contacts at trade fairs and exhibitions • Enquiries not followed up • Customers unable to access information about the product or service

10. What are the benefits? • Increase in export sales • Better relationship with customers • Smoothing negotiations • Avoiding jeopardy

11. Examples of differences in cultural practice • UK / Spain • Risk takers / risk averse • Deal focused / relationship focused • Formal business agenda / more informal • Prompt attitude to time / more relaxed (today / mañana) • Greater ‘space bubble’ / smaller ‘space bubble’

12. Examples of differences in cultural practice • China • Guanxi (connections) • Saving face • Business cards • Negotiate with the most senior

13. Malaysia & SingaporeLocation

14. Malaysia and Singapore

15. Some useful words and phrasesEnglish Malay Pronunciation

16. What kind of advice? • Which activities would benefit from a language strategy • Which activities need professional help • How to access professionals • How to access trainees • Costings • Learning a language: pros and cons • Cultural briefings

17. How to contact RLN • SW Region • Website: www.rlnsw.com • E-mail: info@rlnsw.com • Phone: 01392 264374 • West of England sub-region • E-mail: rln@uwe.ac.uk • Phone: 0117-328-4321