Flubs and Faux Pas

and how to avoid them in the Global Marketplace


Anyone responsible for leading a business into the global marketplace for the first time, or for entering a new area within it, will need speedy access to a good deal of information. Facts and figures are relatively simple to obtain and a good start can be made  through our  Links to sources of useful information. 

Next comes the problem of operating across cultural boundaries - and  here WebDiplomat's services can be invaluable. The  global marketplace is too complex to permit a concise set of answers to the questions that arise. However, some general principles can be formulated and valuable lessons can be learnt from other people's mistake 

Misunderstandings,  resulting in embarrassment or worse, generally arise in three broad categories:

  • misuse of language, 
  • breach of local good manners (etiquette) 
  • .disregard of individual status or normal procedures (protocol).
The links above will help to avoid such pitfalls, a few examples of which are shown below. 


Language errors

Would you try to sell a car by saying that it doesn't go? General Motors did, when marketing the Nova ( no va) in Latin America. 

In the USA would you proudly claim that your  product "sucks"? Sweden's Electrolux did,  in a vacuum cleaner advertisement for the American market.

The Perdue chicken slogan "It takes a tough guy to make a tender chicken" came out in Spanish as "It takes a macho guy to make a chicken affectionate".

"Come alive with Pepsi " appeared  in South East Asia  as "Pepsi brings your ancestors back to life"

Etiquette

As a guest in China, might you refuse, with evident alarm. an unidentifiable delicacy which you fear may be snake or dog? This would be an insult to your host.  Curb instinctive reactions and don't refuse anything outright, even if you leave much on your plate. 

May you satisfy your hunger by eating heartily of the plain white rice served towards the end of the meal? No, your hosts would take this to mean that they had not provided enough food.

The Thai distributor of your company's products is given a reward for his excellent sales results. As a spontaneous gesture of congratulation, might you clap him on the shoulder ? He would be shocked. It is a great affront to touch the head or upper parts of the body in Thailand.

Ignorance of local customs or individual status

In Britain it would be a mistake to say "Thank you, Doctor" to the surgeon who operated on you. In a hangover from the days of medieval Barber/ Surgeons, reverse snobbery causes British surgeons to take pride in being addressed as "Mr."  to distinguish them from Physicians. The lesson is that it is important to use forms of address correctly.

A British delegate at a "summit" meeting mistook a Doorman for the Head of State, who was waiting nearby. Very embarrassing and not conducive to a good meeting. However this was in Munich in 1938, so it probably did not affect the outcome.

Web Diplomat will help you to act appropriately and avoid the errors that can endanger business relationships. Use our telephone support line  if you have an urgent problem , or let us know your requirements by on-line form,  or through the e-mail link below.



 
 
 

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