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Ethnocentricity & Business Abroad: It’s Not about You

Ethnocentricity & Business Abroad: It’s Not about You. By: Fathy Shetiah. www.7clingo.com. eth·no·cen·trism : n. The belief in the superiority of one’s own ethnic group. Furthermore: Thinking that all other groups are measured in comparison with one’s own.

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Ethnocentricity & Business Abroad: It’s Not about You

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  1. Ethnocentricity & Business Abroad: It’s Not about You By: Fathy Shetiah www.7clingo.com

  2. eth·no·cen·trism: n. The belief in the superiority of one’s own ethnic group. Furthermore: Thinking that all other groups are measured in comparison with one’s own. -language, behaviors, customs, religion Truth: When conducting business abroad, it is not all about you! What is Ethnocentricity?

  3. People’s Republic of China

  4. Profile Population: 1,336,718,015 (July 2011 est.) Government: Communist Party of China People: PRC recognizes 55 ethnic minorities, Han is the majority Religion: Taoism, Buddhism, Confucianism, Christianity, Islam Language: Various dialects, Mandarin official standard language

  5. Consider this… • Social Norms • -Greetings -Communication Style • -Respect -Asking Q’s • -Society Structure -“Face” • -Collectivism - Passivity • Business • Negotiations-patience! • Presentations • Gift giving • Meetings • Miscellaneous

  6. India

  7. Profile Population: upwards of 1 billion Government: Federal Republic People: Indo-Aryan largest ethnic group, Dravidian Religion: Hindu, Muslim, Christian, Sikh Language: Hindi is the main official language, English Is the language of business; 21 other official languages

  8. Consider this… • Social Norms • -Greetings -Society Structure • -Time -Hierarchal • -Communication style -Asking Q’s • Business • -Negotiations • -Gift-giving • Management • -Meetings • -Miscellaneous

  9. Republic of Indonesia

  10. Profile Population: 245 million (July 2011 est.) Government: Republic People: More than 300 ethnic groups; Javanese composing the largest segment Religion: Muslim, Protestant, Roman Catholic, Hindu Language: National language: Bahasa Indonesia

  11. Consider This… • Social Norms • Greetings -Collectivism • -Time -Gender roles • Communication style • Society structure • Hierarchal • -Social harmony • Business • Negotiations • Gift Giving • Management • Meetings • Miscellaneous

  12. To start… -During its 1994 launch campaign, the telecom company Orange changed its ads in Northern Ireland. "The future's bright … the future's Orange." In the North, the term Orange suggests the Orange Order. The implied message that the future is bright, the future is Protestant, loyalist... didn't sit well with the Catholic Irish population. ~2006 Failures Abroad Translations gone array

  13. Pepsi Co: India- Pepsi was sued in an Indian city court in a public interest litigation for glorifying child labor in a television ad. In the ad, the Indian cricket team is in a celebratory huddle when a young boy serves them Pepsi. ~2004 China- “Come Alive with Pepsi”= “Bring your ancestors back from the dead.”

  14. Google Fails: -There are blogs dedicated entirely to the translation faux-pas Example: Lady Gaga->Britney Spears Trustworthy?

  15. KFC: Success Story When translated into Chinese, the Kentucky Fried Chicken slogan "finger-lickin' good" came out as "eat your fingers off".  now a success in China

  16. Now Let’s Compare

  17. Thank You!

  18. sources -globaledge.msu.edu -http://www.culturecrossing.net/index.php -engrishfunny.failblog.org www.7clingo.com

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