Results of Poor Cross Cultural Awareness

1230 WordsApr 12, 20115 Pages
Results of Poor Cross Cultural Awareness Having a poor understanding of the influence of cross cultural differences in areas such as management, PR, advertising and negotiations can eventually lead to blunders that can have damaging consequences. It is crucial for today's business personnel to understand the impact of cross cultural differences on business, trade and internal company organization. The success or failure of a company, venture, merger or acquisition is essentially in the hands of people. If these people are not cross culturally aware then misunderstandings, offence and a breakdown in communication can occur. The need for greater cross cultural awareness is heightened in our global economies. Cross cultural differences in…show more content…
broken wine glass) and presumed it was a box of broken glass. Rather than waste space they threw all the boxes into the sea. 11. Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive. 12. Bacardi concocted a fruity drink with the name 'Pavian' to suggest French chic ... but 'Pavian' means 'baboon' in German. 13. In 1995, Nintendo has set the gaming world on fire with their new DS system, built entirely around its touch screen. A Korean company wanting to make a piece of dictionary software that takes advantage of the touch screen capabilities. Touch Dictionary just needed to shorten it up, to make it snappier, something cool that the kids will remember, hence “Touch Dic.” 14. The American Dairy Association's huge success with its campaign "Got Milk?" prompted them to expand advertising to Mexico. It was soon brought to their attention that the Spanish translation read "Are you lactating?" 15. When Gerber first started selling baby food in Africa, they used the same packaging as in the USA -- with a cute baby on the label. Later they found out that in Africa, companies routinely put pictures on the label of what is inside since many people cannot read! 16. A company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing
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