Where Ownership Appeal Can Bring In International Business

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors.

• High Individualism versus High Collectivism Behavior
• Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
• High Power Distance versus Low Power Distance Behavior
• High Masculinity versus High Femininity Behavior
• High Context versus Low Context Behavior

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

Last week we reviewed the fifth web tool for cross cultural communication to cultures with a high score on the Power Distance behavior scale:

• Company Hierarchy
• Company Executive Photos And Videos
• Company Vision Statements
• Company Awards

Let’s look at the sixth web tool in this category:

Ownership Appeal

Another web tool for cultures with a high Power Distance culture behavioral trait is:

• Appealing to pride of ownership

Cultures with a high power distance behavior trait respond well to an appeal to pride of ownership.

Let’s review the cultural behavior of high power distance behavior traits:

Traits Of Cultures High In Power Distance

Some cultures are described as being high on the power distance scale. These cultures have a strong belief in:

• Authority
• Hierarchy

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Appealing To Pride Of Ownership

In these high power distance cultures you will want to find the right way to appeal to your readers pride of ownership:

• Pictures of happy customers
• Testimonials from happy customers
• Use of reference groups

This might be a subtle exercise to get right. If done well this web tool will improve your company’s communication in the high power distance culture targeted.

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development. Find out about how Cindy can help you get international clients