International Marketing Practices

before interacting with individuals of that culture [20]. In addition, a foreign manager, marketer, or business member can learn to be self-aware, work with differences, communicate more effectively, and be curious about differing cultural practices [20]. Verbal and nonverbal communications are shaped by culture and, in turn, shape the cultural acceptance and integration of a given company. Different words, phrases, and gestures can be interpreted differently worldwide. For example, the Chevrolet Nova represents how language can shape the cultural acceptance of a product. This car did not sell well in Spanish-speaking countries because the model name literally translated to “does not go” [21]. In addition, people prefer to do business in their own language, and many truly effective international marketers are multilingual. Nonverbal communication consists of body language and gestures, usually associated with personal boundaries and varying hand symbols. Lacking knowledge of verbal and nonverbal communication norms might lead to miscommunication and even offense [21]. A few examples of cultural factors that firms conducting business in international markets must consider are listed below [24, 25]. • Punctuality. Timeliness is more valued in North America and Europe than in Latin America. • Space orientation. Personal space is larger for North Europeans and North Americans than for South Europeans and Latin Americans. • Eye contact. In North America, direct eye contact is seen as indication of reliability, whereas in some Asian cultures, it can be considered disrespectful. • Power distance. The acceptance of unequal power between different people is often described as power distance. People from some Latin American countries are more comfortable with hierarchical structures and authority figures than Scandinavians, for example. • Tolerance for uncertainty. People from different cultures often handle ambiguity differently, which is often understood as tolerance for uncertainty. People from Arab and African countries, for example, show more discomfort with uncertainty than Americans or Singaporeans. It is especially important to note that cultural skills can be learned, which could prove helpful to both international marketing and navigating overseas business relationships. These skills include communication of respect and sincere interest in the culture, tolerance for a culture’s degree of ambiguity, understanding of fundamental differences and frustration, empathy, and recognition that culture dictates the way people make decisions and act [19]. Appendix C lists business etiquette differences for some countries and cultures.

Political climate can also greatly influence business relationships and behavior. Various government structures operating across the globe approach international

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