Intercultural
Skills for
International
Business and
International
Relations
Chapter 1 : Introduction
1.2 Resistance to intercultural training
Intercultural differences were not recognized.
, People can no longer blame ignorance as an explanation for intercultural mistakes
or blunders.
Experience is what counts, rather than theoretical knowledge.
provide training in intercultural communication before launching employees into
contacts with other cultures.
not facing intercultural issues and problems because some may be afraid to
open Pandora’s box.
1.3 A costly example : Sephora’s failure in Japan
LMVH, the parent company, blamed the failure on “the faltering Japanese
economy”.
Sephora’s strategy is to blame
- The western countries identify with fragrances, so the bottom floor
(the most important) is devoted to fragrances only.
- Perfume is not a major market in Japan.
- Perfume enhances your individuality, where Japanese culture
wants to merge with the group.
- Perfume enhances one’s attractiveness which goes against the
norm.
- Perfume is also low class.
This costly failure is caused by the basic pitfalls of relying on your own SRC & not
taking cultural differences into consideration.
1.4 The need for intercultural training
Economic success means doing business internationally and globally.
Exposing people to different cultures does not automatically lead to mutual
sympathy and improved understanding.
Throwing someone into intercultural situations unprepared can cause emotional
distress.
Intercultural skills are needed when you:
2
Skills for
International
Business and
International
Relations
Chapter 1 : Introduction
1.2 Resistance to intercultural training
Intercultural differences were not recognized.
, People can no longer blame ignorance as an explanation for intercultural mistakes
or blunders.
Experience is what counts, rather than theoretical knowledge.
provide training in intercultural communication before launching employees into
contacts with other cultures.
not facing intercultural issues and problems because some may be afraid to
open Pandora’s box.
1.3 A costly example : Sephora’s failure in Japan
LMVH, the parent company, blamed the failure on “the faltering Japanese
economy”.
Sephora’s strategy is to blame
- The western countries identify with fragrances, so the bottom floor
(the most important) is devoted to fragrances only.
- Perfume is not a major market in Japan.
- Perfume enhances your individuality, where Japanese culture
wants to merge with the group.
- Perfume enhances one’s attractiveness which goes against the
norm.
- Perfume is also low class.
This costly failure is caused by the basic pitfalls of relying on your own SRC & not
taking cultural differences into consideration.
1.4 The need for intercultural training
Economic success means doing business internationally and globally.
Exposing people to different cultures does not automatically lead to mutual
sympathy and improved understanding.
Throwing someone into intercultural situations unprepared can cause emotional
distress.
Intercultural skills are needed when you:
2
