Culture can be hard to define, but can encompass:
- shared values
- language
- religion
- social conventions
- sensitivities.
Why do cultural differences matter?
Your customers buying decisions and behaviour will be influenced by a number of cultural factors.
A deeper understand of the overseas culture may allow you to spot new market opportunities. Your overseas customers may use your product or services in very different ways to your New Zealand customers.
Cultural differences in the workplace
Before conducting business negotiations with international trading partners consider some of the following cultural differences:
- How do members of the society think about time and schedules?
- Social organisation – how do people behave, is activity organised in groups? Is performance seen as a group or individual process?
- Shared and learned patterns of behaviour such as acceptance of hierarchy or power.
- What is their concept of public and private space? Do they stand close to one another?
- How comfortable are people in dealing with strangers or with uncertainty?
- How do they express emotions and deal with gender roles: male vs female?
Culture and gender
The social rules and boundaries between genders can differ markedly between cultures. It's important study these differences so you don't inadvertently cause offence.
An awareness of these issues is of particular importance in Muslim countries where women are treated differently to women in New Zealand. For example if you are a man you should only offer your hand to shake to another man, offering your hand to a woman could be seen as a sign of disrespect. Likewise, if you are a woman you should not offer your hand to shake to a man, as this will cause embarrassment.
Cross-cultural misunderstandings
In some cultures gestures or actions you would not give a second thought to using in New Zealand may cause misunderstandings or even offence, for example:
- pointing
- beckoning
- eating with your left hand
- the ‘OK’ sign
- the ‘thumbs up’ sign
- showing the soles of your feet
- putting your hands on your hips or in your pockets.
Also think about colours and imagery you use on your promotional materials. For example, in Japanese and Thai culture the colour white signifies purity, while in China it signifies funerals and mourning and should be avoided.
Additional information
You can find country specific information on business etiquette online. If possible, seek advice from New Zealand businesses working in the country. Foreign embassies in New Zealand can also provide advice or point you towards their in-country trade bodies.
The Ministry of Foreign Affairs and Trade has a list of foreign representatives in New Zealand.
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