Cultural Intelligence Can Lead to Long-lasting Relationships
by Selma Canas | November 7, 2023
Wikipedia defines Cultural Intelligence (CQ) as “a person’s capability to adapt as they interact with others from different cultural regions”. It goes beyond an awareness of cultural differences and implies the ability to understand, interpret, and interact appropriately with people from different cultural backgrounds.
Benefits of High Cultural Intelligence
In today’s globalized world, we encounter diversity on a daily basis, not only in business but in our personal lives as well. A high CQ is crucial to collaborate with people in a variety of settings and gives us the ability to understand the world around us. CQ helps us find common ground that is critical in doing business with people from different countries.
CQ can benefit businesses in many ways and expand their global opportunities. Alternatively, a lack of CQ can lead to miscommunications, misunderstandings, and loss of business. According to the Harvard Business Review, 70% of international business ventures that fail are due to cultural differences.
Branding Products in Each Market
Adapting products and services to cater to different countries is crucial for success, as usage patterns vary significantly across regions. It is essential to brand products according to the unique lifestyles and behaviors of consumers in each market. Language translations, particularly in languages like Spanish, can be challenging. Spanish, which is spoken in 21 countries, exhibits variations in dialects and slang. Proper understanding of these differences is vital; otherwise, using incorrect words or phrases might lead to revenue loss due to misunderstandings. The United States Commercial Service has offices in 70+ countries and can help with country-specific translations.
Communicating Effectively
Successful negotiations and agreements hinge on effective communication. People worldwide express themselves uniquely, emphasizing the importance of grasping differences in tone and body language during interactions. Cultural variations exist, ranging from loud and expressive to quiet and reserved communication styles. It is essential to understand these nuances before engaging with individuals from different cultures. One effective way to learn about these differences is through firsthand experience. Tampa Bay offers a diverse array of ethnic restaurants, providing opportunities to immerse oneself in the food, conduct, habits, and behaviors of various cultures, enhancing cross-cultural understanding.
Investing in Cultural Intelligence Resources
When engaging in international business, companies often invest substantial sums, making it essential to prioritize Cultural Intelligence (CQ) upfront. Investing in CQ fosters respect for diverse cultural practices, beliefs, and traditions, enabling individuals to establish rapport and trust, and laying the foundation for enduring partnerships.
Utilizing resources like the Country Commercial Guides provided by the US Commercial Service and Global Road Warrior offered by World Trade Press proves invaluable. These guides offer comprehensive information on over 100 countries, covering aspects such as market conditions, leading sectors, business travel, customs and regulations, language, and culture. Additionally, services like BizCultural assist individuals and organizations in navigating the complexities of cultural differences. Access to these resources is indispensable for anyone involved in business or travel abroad, ensuring informed and culturally sensitive interactions.
Overall, if you are a business owner who is interested in creating long-lasting relationships with international organizations and business partners, investing in cultural intelligence can benefit your business greatly. Branding your products for each market, communicating effectively, and using the correct resources can lead you in the right path to a successful business relationship.
Selma Canas, CGBP
Canas, Consultants, International Consultants 2, TampaNASBITE Certified Global Business Professional (CGBP), Florida SBDC at USF, Tampa
Specialties: International Trade, Export Marketing Plans, Market Research, Digital Marketing
As an international trade specialist at the Florida SBDC at University of South Florida, Selma Canas is responsible for guiding small businesses through the complexities of the international trade process through one-on-one consulting, training and resources. Canas is a NASBITE International Certified Global Business Professional (CGBP) and teaches courses on international trade basics and market research at the Florida SBDC at USF. For export-ready companies, she develops Export Marketing Plans in partnership with SelectFlorida. She has developed more than 40 plans during the past eight years and participated in trade missions to Brazil, Chile, Canada, the Dominican Republic, and Panama.