Paese che vai, usanza che trovi: la cultura nel Business
“Kiss, bow or shake hands”. Questo il titolo di un libro di Terri Morrison sul Marketing, la comunicazione e l’approccio al Business nei diversi Paesi del mondo. Ed è proprio vero perché non si può pensare di fare business in un Paese straniero senza conoscerne la cultura e le usanze. Si rischia di far naufragare in partenza un progetto che poteva essere brillante.
E così diventano sempre più importanti i programmi di Management interculturale per capire a fondo una cultura e comunicare nel modo giusto con parole e gesti.
Le competenze relazionali e comunicative, fondamentali in qualsiasi attività manageriale, diventano indispensabili in ambito internazionale dove le barriere culturali e linguistiche rappresentano importanti ostacoli.
Questa difficoltà cresce in relazione alla distanza geografica e culturale come ad esempio quella tra Italia e Cina.
In Cina esiste un termine, “guanxi”, che indica nella società cinese le relazioni sociali ed economiche e le modalità di comportamento. Ignorare questi codici comportamentali ed il rispetto per una diversa cultura può fare la differenza nel business.
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