Want to know how to be an effective international marketer?

This week, I wanted my class of International Marketing undergrads at #AngliaRuskin to understand the challenges of the global marketplace – what environmental factors could create barriers to entering a new country or region? I realised that the most valuable insights I have about working internationally come from my business meetings in Europe and America and collaborating with colleagues in satellite offices, not from a text book. So the slide deck and reading to one side, we set to pool our own knowledge and experience: what a diverse bunch we proved to be with students from China, India, the Emirates, Italy, Lebanon, Mongolia, The Congo and just myself from the UK!

Political issues were really problematic in some countries where bribery and corruption appear to be the rule – my students from Italy talked about Mafia payments and my Indian students felt that bribery has become normalised in many situations. We talked about cultural norms – how personal presentation is crucial in some countries, respectful dress codes, socialising with prospective business partners to get to know each other before contracts can be discussed, giving appropriate gifts and understanding hierarchies in organisations.

Global marketing is about treating the world as one marketplace and segmentation based on characteristics beyond geography, however working effectively internationally as a professional marketer means understanding the influences from that country or region’s environment, as well as the appropriate way to do business, behave and present yourself.

No Balls Marketing's client @worldworkltd produces training tools to help businesspeople understand how they can work better with international colleagues. Abby Beckley, Client Relationship Manager at WorldWork, says marketers cannot expect their marketing activities to succeed if they head into a foreign market full of assumptions about cultural stereotypes. She says:

"Understanding your own global competencies and getting guidance on the areas where you fall short translates itself into a powerful tool when it comes to negotiating and working successfully on an international scale. With all the various emerging markets on the Asian, South American and African continents - one language or style of marketing no longer suits all. Flexibility is critical as you engage in these different markets."

As we continue to develop professionally as marketers, and our businesses extend across borders, learning about new cultures and environmental differences will help us achieve our objectives successfully. As my students embark on a career in business, I hope their experience of studying in an international business school will ensure they are culturally aware and better able to communicate and negotiate with colleagues and partners abroad – wherever in the world they base themselves!

#workingabroad #intercultural