Communication Breakdown Overcoming Culture and Language Barriers
Communication Breakdown
OVERCOMING CULTURAL AND LANGUAGE BARRIERS IN THE GLOBAL GEAR MARKET
Matthew Jaster, Associate Editor
If you’ve read any business publications lately, chances are you’ve seen an article or two covering language and cultural barriers in the global marketplace. Buzzwords like “globalization” and “global supply chain” frequently come up in discussions on training, networking and economic growth. At least once a week, a headline triumphantly declares a company “lost in translation” due to language or cultural missteps. According to www.vistaworld.com, the English language remains the most popular when conducting business abroad. It’s the most widely published language, it has the most words and it’s spoken by the most non-native speakers. Many business professionals, however, are learning it will take more than the English language to remain competitive in the global market. While attendance for Spanish, French and German language courses has risen here in the United States, an increasing number of business professionals are also learning Arabic, Japanese, Russian and Chinese Mandarin. As the manufacturing community gains prominence in countries like China, India and Korea, many are looking toward Asia for new business opportunities. Companies are working daily with partners, clients and customers around the world on joint business continued www.geartechnology.com
May 2008
GEARTECHNOLOGY 00 39
ventures, marketing agreements and sales opportunities. Whether selling a grinding machine, marketing a software program or manufacturing components, companies would benefit from knowing the role language and cultural barriers play in today’s business economy. Recruiting from the local talent pool. Companies like Gleason, StarSU, Gear World and Ticona find that establishing localized sales offices or hiring commissioned representatives helps to eliminate potential language and cultural barriers. It’s a simple solution, one that avoids
OVERCOMING CULTURAL AND LANGUAGE BARRIERS IN THE GLOBAL GEAR MARKET
Matthew Jaster, Associate Editor
If you’ve read any business publications lately, chances are you’ve seen an article or two covering language and cultural barriers in the global marketplace. Buzzwords like “globalization” and “global supply chain” frequently come up in discussions on training, networking and economic growth. At least once a week, a headline triumphantly declares a company “lost in translation” due to language or cultural missteps. According to www.vistaworld.com, the English language remains the most popular when conducting business abroad. It’s the most widely published language, it has the most words and it’s spoken by the most non-native speakers. Many business professionals, however, are learning it will take more than the English language to remain competitive in the global market. While attendance for Spanish, French and German language courses has risen here in the United States, an increasing number of business professionals are also learning Arabic, Japanese, Russian and Chinese Mandarin. As the manufacturing community gains prominence in countries like China, India and Korea, many are looking toward Asia for new business opportunities. Companies are working daily with partners, clients and customers around the world on joint business continued www.geartechnology.com
May 2008
GEARTECHNOLOGY 00 39
ventures, marketing agreements and sales opportunities. Whether selling a grinding machine, marketing a software program or manufacturing components, companies would benefit from knowing the role language and cultural barriers play in today’s business economy. Recruiting from the local talent pool. Companies like Gleason, StarSU, Gear World and Ticona find that establishing localized sales offices or hiring commissioned representatives helps to eliminate potential language and cultural barriers. It’s a simple solution, one that avoids