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Navigating Cultural Norms in Service Export

The document discusses several ways for businesses to consider cultural factors when exporting services across different contexts, including developing cultural competence, customizing services for local preferences, localizing services, mapping customer journeys, providing cross-cultural training, conducting market research, and forming partnerships with local partners.

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Phạm Hoàng Phúc
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16 views1 page

Navigating Cultural Norms in Service Export

The document discusses several ways for businesses to consider cultural factors when exporting services across different contexts, including developing cultural competence, customizing services for local preferences, localizing services, mapping customer journeys, providing cross-cultural training, conducting market research, and forming partnerships with local partners.

Uploaded by

Phạm Hoàng Phúc
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Tran Khanh Linh 20213154

Pham Hoang Phuc 20213165


Duong Thi Phuong Anh 20213112
Le Hong Dung 20213124
Pham Thanh Thuy 20213181

Cultural norms indeed play a significant role in shaping customer behavior and expectations. When
considering exporting services across different cultural contexts, businesses must navigate these
nuances carefully.

Cultural Competence: Developing cultural competence is essential. It involves understanding and


respecting cultural differences, communication styles, and social norms. By training employees and
service providers to be culturally aware, businesses can adapt their services effectively.

Example: A culturally competent doctor who communicates effectively with patients from diverse
backgrounds, respecting their beliefs and values.

Customization: Rather than a one-size-fits-all approach, tailor services to meet local preferences.
Consider factors like language, communication channels, and service delivery methods. For instance,
a customer service hotline might work well in one culture but not in another.

Example: Clothing brands like Nike allow customers to choose from various colors and designs

Localization: Adapt services to the local context. This includes translating content, adjusting pricing
strategies, and considering local regulations. Localization ensures that services resonate with the
target audience.

Example: Coca-Cola adapts marketing campaigns to local tastes and preferences in various countries

Customer Journey Mapping: Understand the customer journey within a specific cultural context.
Identify touchpoints, pain points, and moments of delight. By mapping this journey, businesses can
enhance service delivery.

Example: Airline Booking map the journey from awareness (searching for flights) to purchase (booking
tickets) for an airline website

Cross-Cultural Training: Train employees and service providers on cultural nuances. Sensitivity to
gestures, greetings, and communication styles can foster positive interactions.
Example: Cross-Border Business Training: Equipping teams working across borders with cultural
awareness and effective communication skills

Market Research: Conduct thorough market research to understand cultural norms, consumer
preferences, and buying behavior. This informs service design and delivery.
Example: Intel invests in market research to understand technology trends, consumer preferences,
and competitive landscapes.

Partnerships: Collaborate with local partners who understand the cultural landscape. They can
provide valuable insights and help bridge cultural gaps.
Example: Adidas and Gucci (Co-Branding) collaborated on a limited-edition sneaker collection,
blending sportswear and luxury fashion. The resulting products appealed to fans of both brands

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