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What Is The Importance of

Cultural empathy is important for foreign marketers to objectively understand other cultures. Marketers can develop cultural empathy by studying the history and living within the culture to avoid cultural blunders. It is also crucial for marketers making long-term commitments in a country to understand the culture's history, as this provides context for how the culture conducts business and its attitudes. A key part of understanding a culture is examining its subjective perception of its own history.

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832 views2 pages

What Is The Importance of

Cultural empathy is important for foreign marketers to objectively understand other cultures. Marketers can develop cultural empathy by studying the history and living within the culture to avoid cultural blunders. It is also crucial for marketers making long-term commitments in a country to understand the culture's history, as this provides context for how the culture conducts business and its attitudes. A key part of understanding a culture is examining its subjective perception of its own history.

Uploaded by

Zul Fikri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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What is the importance of “cultural empathy” to foreign marketers?

How does she or he require


“cultural empathy?”

The importance of “cultural empathy” to the foreign marketer is that being


culturally sensitive allows him/her to objectively see, evaluate and appreciate another
culture; he/she can obtain it by studying the culture and living with it. He/she should
study the culture in order to avoid making blunders, which would not be made if he/she
had cultural knowledge. It’s imperative that an international marketer making a long-
term commitment in a country has some knowledge of its history. One cannot fully
understand how businesspeople negotiate, how they conduct business, their attitudes
toward foreign investment, the legal system and other aspect of the market/business
system without a historical perspective. History is what helps define a nation’s “
mission”, how it perceives its neighbors, and how it sees its place in the world. To
understand a country’s attitudes, prejudices, and fears it is necessary to look beyond the
surface or current events to the inner subtleties of the country’s entire past for clues.

A crucial element in understanding any nation’s business and political culture is


the subjective perception of its history. To a Mexican, the U.S. is seen as a threat to
their political, economic and cultural independence. To most U.S. citizens, the causes for
such feelings are a mystery.All the cultural elements are important in international
marketing but the political element is by far the most pervasive and must always be
examined from both domestic and foreign country perspectives. Regardless of where a
company does business, the political element is always a partner and further, often an
unpredictable one. Governments both encourage and control business and the goal of a
Multinational corporation (MNC) is to take steps to lower the political vulnerability. While
confiscation and expropriation have rarely been imposed in the last decade, they are the
most severe political risk and can always be imposed. Today, most governments
encourage foreign investment by attempting to create a favorable business climate,
minimizing investment risks, offering tax exemption, protection against competing
import, and unimpeded movement of capital and profits. But this does not mean that
there are no political risks.

Government instability affects marketing because of the risks, which are inherent in
foreign marketing. Much can be lost if a company invests money in a plant or an
operation within a foreign country and is later subjected to restrictions, controls, or
expropriation by the present or the new government. The most frequently encountered
risks in foreign business are: Expropriation, exchange control, import restrictions, taxes,
price control and labor problems.Companies investing in foreign countries can minimize
the political and economic risk by:

• Establishing a management of foreigners and nationals


• Employing nationals and having the national work with you, not for you
• Selling stock in the company to nationals
• Sharing the profits and earnings in a fair manner
• Understanding the traditions of the people in the host country.
What are some particularly troublesome problems caused by language in foreign marketing?

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