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“To a degree, a lack of cultural
sensitivity is tantamount to
business suicide.”
n my past travels, I managed to pick up valuable lessons on cultural sensitivity.
During my first international media trip to Hong Kong, for instance, I realized
how deeply embedded spirituality and superstitions are in this part of the world.
I learned, for example, not to look for fourth floors in Hong Kong elevators. In
Chinese culture, the number four is homophonous to “death,” which explains why
this ominous number is often omitted in many business establishments. At first
glance, this information may seem trivial, but imagine the business impact of opening
a spa on the fourth floor of a hotel with deeply-superstitious guests avoiding a fourthfloor elevator ride like the plague?
Cultural sensitivity is an important issue to address in any business. In order to
succeed globally, businesses must truly understand the traditions, beliefs, language and
ideals of the local guests they are serving. The feature “Bridging the Cultural Divide” (page
42), brings to light the importance of raising cultural awareness when operating around
the world as well as working with an international team and serving global guests.
To a degree, a lack of cultural sensitivity is tantamount to business suicide. There
are stories of companies that failed in epic proportions due to a lack of understanding
of language and culture. One classic example is detailed in Brand Failures: The Truth
About the 100 Biggest Branding Mistakes of All Times by Matt Haig. According to the
book, when a U.S.-based baby food manufacturer started to sell its products in Africa,
MARION PHOTOGRAPHY STUDIO
it used the same packaging as for Western markets, showing a picture of a baby on
the label. Upon seeing this, the African consumers were horrified—labels in Africa
often depict the contents and ingredients inside the product!
Stories like this may seem laughable, but without an understanding of the culture,
it’s easy to make similar mistakes. Bottom line, with the world becoming more con-
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nected than ever before, there’s an even greater need to develop a deep respect toward
different cultures. Do this—and the world is your oyster.
—MAE MAÑACAP-JOHNSON, EDITOR
@ISPAPULSEEDITOR
R E AD T H E
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ublished in the January/February 2007 issue, an article entitled
“Gone Global” identified three “Rs” every company needs to learn
before expanding globally: respect, research and risk.
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