INTERNATIONAL BUSINESS &
PROMOTIONAL VENTURES:
A CROSS-CULTURAL PERSPECTIVE
2008
Annual Diversity Conference
Bagher Fardanesh, Ph.D.
bf@progamut.com
410-404-1122
INTRODUCTORY REMARKS
• Dynamics of Competition, an Overview
of Business and Marketing
• The Importance of Effective Business
Negotiation and Promotional Decisions
• What Is Ahead?
CULTURAL DIVERSITY & BUSINESS
NEGOTIATION
Verbal Communication:
• Process
• Practice
• Discount
• Meanings of “yes”
• Date and Signature
• Lubrication, and Bribery
Non-Verbal Communication:
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Punctuality
Handshake and Kissing on the Cheeks
Proxemics
Eye Contacts
Facial Movements
Exchange of Documents
Emblems
PITFALLS in PROMOTIONAL
DECISIONS
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General Motors
Gerber
IKEA
Electrolux
Pepsi
MISLEADING MARKETING &
PROMOTIONAL APPROACHES
With Respect to:
• Branding & Counterfeiting
• Quality
• Quantity and
• Pricing
INTERNATIONAL PROMOTIONAL
STRATEGIES
• Demographic Considerations
• Literal and Figurative Meaning of an
Advertisement
• Modes of Advertising as Related to the
Level of Literacy
• Facts and Feelings
RECOMMENDATIONS, QUESTIONS, &
COMMENTS
• Research
– Secondary
– Primary
• Translation and Back Translation
• Ethnocentrism and Self-Reference
Criterion, SRC