There will come a point when it is time to meet face-to-face with your international counterparts e.g. you may need to make market visits, arrange meetings, undertake negotiations, attend trade shows or conferences, or even relocate under your organisation's employee relocation programme. As with any relationship, it's important to make a good impression and build trust.
Building an international brand requires insight into how to build trust in new business environments where language and culture define how people think, and determine business communication and behaviours.
International business flourishes where there is trust. But how do you build trust in international contexts? This article concentrates on an essential element of this – a business’s use of language.
Understanding and responding to cultural differences enables employees who find themselves in an unfamiliar environment to achieve mutual understanding, leading to improved efficiency and profitability.
There are several cultural models that help us understand the complexities of culture and how to adapt our communication style for different cultural contexts. One of the simplest of these models refers to low and high context cultures.