eWorld Translations, Chicago

Cross Cultural Sensitivity is the quality of being aware and accepting of other cultures. This is important because what seems acceptable in some countries can be rude or derogatory in others.


“Tolerance, inter-cultural dialogue and respect for diversity are more essential than ever in a world where peoples are becoming more and more closely interconnected.”

—Kofi Annan, Former Secretary-General of the United Nations

Cross cultural awareness is important when dealing in international relations or trade. It can mean the difference between a brand succeeding or failing in international markets.

excerpted from Wikipedia

Hands groupOur cross cultural sensitivity experts will help you to avoid the pitfalls quite often associated with entering new markets. Their advice will enable you to provide cross culture solutions perfectly localized for your target market and prevent you from inadvertently alienating your customers and business contacts as a result of insufficient cross cultural awareness. After all, a little bit of cross cultural training can go a long way. They will alert you to the inappropriateness of, let’s say, presenting a Japanese business contact with a Swiss Army knife as a token of your appreciation. Even though these nifty little tools are quite welcome promotional and gift items in the States and several other countries, in Japan and various other nations, they are easily construed and understood as the giving party’s intent to sever the ties of this relationship; in all likelihood, this is not exactly what the gift’s giver intended to communicate.

Another example: An American Company that manufactures golf balls packaged the balls in packs of four. They were successful and began selling internationally. However they weren’t so successful in Japan, where the number four holds the meaning of death.

To learn more about cross cultural sensitivity or to arrange for training, contact us today to get started.

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