Summary of "Developing Cultural Empathy" by Engholm & Rowland

International business and a move towards consumer culture has caused a trend called "retrenchment" where diverse cultural identity is cherished and valued more than ever. American influence in particular is not only frowned upon, but often prohibited. Any sign of American culture in other countries is more a pop culture phenomenon, than a real move towards American values. The Philippines insisted on America removing their military bases from the country despite financial penalties. Jack Weatherford, author of "Savages and Civilization" has found the the preservation of cultural identity is strengthened in respect to increasing technological advance.

For these reasons, if we are to work cooperatively with developing countries to form sustainable business partnerships, cultural sensitivity is of the most crucial importance. This also holds true for regions within developed countries like the deep south or New England. Ethnocentricism proves detrimental in the international business arena and the goal today "is to live in harmony without uniformity" says Weatherford. It is also necessary to remain peacefully diverse in areas such as religion and ethnicity. An example of a business failure due to a different precedant in business practices was the failure of a 130 million dollar business venture between American Corning cermics and Mexican Vitro glassware. The Americans saw the Mexicans as lazy, unmotivated and slow, when really they preferred to focus on relationships, personal loyalties, and tradition, like afternoon breaks. And the Mexicans saw the Americans as cutthroat and ruthless, laying blame and working through lunch, when the Americans were simply dedicated. Thus it is important to develop cultural sensitivity in ourselves and in our team members, not to see behaviors as stereotypes, and not to believe your business ways are intrinsically the "right way" or superior. View others behaviors in terms of cultural relativism, based on the cultural norms and values, not as absolute behaviors. Understand that what another shows is only half the story.

1. You must first get to know yourself, what cultural norms you practice and how they may be perceived in the context of another culture.

2. Foster humility, respect and learn to hold your tongue when your opinion is not asked for or may not be well received. Not all cultures respect you "speaking your mind."

3. Show respect for other's values and resist ethnocentricsim.

4. Go with the flow. Understand that contradiction may be relevant, as is silence and ambiguity.

5. Observe without judging. If a behavior seems odd, recognize that is may have cultural integrity, and is not rude or inappropriate.

6. Also take into account personal differences, like someone coming from a farm or city, class differences, and regional differences. Just because you are in Spain, does not mean everyone speaks Spanish. There are 4 official languages. Get to know the goals and values, as well as the educational system.

7. Get to know the topography, geography, history, national pastimes and cultural identifiers, like futbol. Understand that each culture has a story, hardships, successes, sensitive areas, etc. Religious differences, national holidays, bargaining styles, minority groups, and poltical theories.

Hire a cultural expert for a day's training for you and your team. It could make or break the deal and will ensure respectful relations