Understanding cultural differences is one of the most important parts of an association’s global growth strategy. Without recognition of and respect for the customs, traditions, practices and behaviors of your target market, the chances for business success are low. While cultural nuances vary from country to country, these five points provide a high-level look at what should be considered as your association pursues international expansion.
1. Language variations and communication styles: Think about the language preferences and needs of your target audience. This may involve going beyond translation (though if you are translating materials, consider hiring someone locally). Tailor your association’s messaging using local linguistic preferences. Ensure your content, products, benefits and services are presented in a way that resonates with the people you want to reach.
Language barriers and differences don’t necessarily lead to an unsuccessful business experience, as long as you are willing to understand and adapt to the communication style and practices of your target audience. Being an active listener and paying attention to the details will also facilitate effective communication.
2. Measurement systems: Depending on what industry your association serves, understanding measurement systems in your target country will be important. For example, you may have to update product specifications to match local standards. Be aware of such differences and ready to make necessary adjustments.
3. Cultural sensitivity and etiquette: Social norms, political structures, religion and more can significantly impact how your association operates within certain countries. Research local customs to develop a respectful and empathetic approach to building relationships and conducting business in an appropriate and professional manner. One consideration is to consult with local experts or hire local staff to ensure there is a deep understanding of the culture and market.
4. Decision-making processes: Cultural differences extend to decision-making processes, too. Some cultures involve multiple stakeholders or family members in decisions; consider how this may impact your interactions with your target audience. Associations should tailor their decision-making approaches to align with local expectations, fostering a collaborative and inclusive environment.
5. Time zone differences and accessibility: Global expansion means determining how service will be delivered at various times of the day. Associations should consider adjusting their operations, communication channels, and event schedules to ensure availability and engagement with their global audience. Keep in mind that country-specific work ethic and workplace culture may influence how you approach this.
These are just a few items to consider on the journey to gaining insight into your association’s target country. By understanding and respecting these cultural differences, associations can effectively navigate global markets, build strong relationships, and tailor their offerings and benefits to meet the specific needs and preferences of people part of different cultures.
Contact us today to learn more about how MCI can help your association grow its international presence.
Frances Moffett is the editorial content director at MCI USA.
