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Understanding The Value In Different Cultures When Exploring Global Expansion

By Reena Khullar Sharma

Forbes Councils Member

The value in different cultures is a driver for global expansion. Many leaders are recognizing, adopting and promoting

cultural awareness and the strength of diversity as a pillar of their business strategy to enter foreign markets. The

challenge of leadership and its role in every country continues to highlight the need for leaders to become more selfaware

and commit to ongoing behavioural reflection that results in significant strides toward personal and professional

development. There are many insights gained through introspection and leading with empathy, which is a requirement

when pursuing opportunities for business growth. The solutions to an organization$$s management problems are often

dependent on the workplace culture, as well as the culture of the country in which the leader resides. Let's highlight three

areas that will support a successful expansion into global markets and a leader$$s role when navigating cultural

differences and collaborating with prospective clients.

$1.$Cultural Norms

Pursuing an interest in selling products or services beyond borders begins with an understanding of the cultural norms in

the countries of interest, and how leaders in specific organizations within those countries value and promote their

business and people practices. Recognizing the cultural norms of the country of interest will guide the business strategy

and the leader to a successful expansion.Countries and their organizational workplaces increasingly consist of different

cultural, ethnic, and racial groups, and it's important to recognize how these groups interact with each other, including the

cultural practices of each group within the country. Becoming a part of the conversation and engaging with other leaders

to recognize their unique processes for their teams will also help dispel any personal biases, which includes expanding

one$$s own perspectives to apply to different leadership styles. Acceptance is important, along with respecting the norms

that are unique to what business leaders may have experienced. Respecting these norms and perspectives helps build

the bridge to a trusting client relationship across all cultures within any country.

$2.$ Business Etiquette

Learning about a country$$s background and how the country practices business etiquette will be important when

embarking on securing new client relationships and, eventually, when selling products or services in a different country.

To gain an advantage, and as a part of your expansion strategy, study the country$$s recent history and current events, its

current political situation and its demographics.Sometimes, researching local customs and the role of religion, for

example, will advance the opportunity with a client and allow you to support the business etiquette of that country in a

respectful, empathetic manner. In addition, family and gender roles and spirituality may also vary significantly among

different cultures in the same country, which can influence leadership behaviours. Once an understanding is gained of

how business operations and leadership roles impact the economy of the country, it will lead to an understanding of how

leaders in that country value their people practices and the outcome of these practices on their organization$$s profitability.

As an example, leaders in all countries across the globe are discussing global issues such as implementing hybrid

workplace models for post$-$pandemic retention success, and in turn, how to motivate their teams to support their

organization$$s changed vision, which will vary from country to country. To participate in the discussion, leaders should be

proactive in studying, understanding, listening, accepting and welcoming these different ideas and the processes being

practiced in the country of interest.

$3.$ Communication Nuances

A challenge when expanding into global markets may include understanding a foreign language and becoming familiar

with the cultural rules specific to that country. When communicating with prospective clients who may not be proficient in

English, it will be important to appreciate that any limitations in English proficiency will not prevent a successful

collaboration. Paying attention to detail and practicing active listening in order to understand the communication nuances

when interacting with leaders in other countries will support in securing a signed agreement, as well as the potential for a

long$-$term relationship. An expansion strategy will need to connect a client$$s need to envision success with the

collaboration, and the method in which their solution will be executed and delivered. Communicating effectively includes

developing a deep understanding of how the country$$s leaders speak with one another and how their messages are

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