Exportacion de joyeria a europa

NOBODY SPEAKS EUROPEAN

Artículo extraído de: CBI News Bulletin, March/April 2005 No 302 Págs. 6-7 Centre for the Promotion of Imports from Developing Countries http://www.cbi.nl/show.php?file=downloadplazaresults.html&downloadId=5

If the name ‘European Union’ gives you the impression that the countries of the EU really form an internal unity, you are, unfortunately, mistaken. This series offour articles is a cultural journey through the four main regions of Europe and offers a look at the different ways in

which Europeans communicate and do business. The first article (issue 301) covered Northern Europe (Sweden, Denmark, Finland and the Netherlands). This article focuses on Southern Europe (France, Spain, Italy, Portugal, Malta).

Cross-border communicating in the EU, part II:Southern Europe

Southern flair
By Eleonore Breukel

Export Marketing & Management

Juliano, an Italian blue jeans manufacturer enters the trade fair in the International Fashion center in Barcelona together with Klaus, his German distributor for Northwest Europe. Juliano comments, “What a wonderful show, full of bright colours, loud music and lively conversations between stand holders andtheir clients.” Klaus thinks, “How can I do business in this place? The strong colours hurt my eyes, the music is too loud and everybody looks as if they’re arguing with each other.” This is what business can be like in the southern region of the European Union. The area, also referred to as the Mediterranean, includes the countries of Italy, Spain, Portugal, France and Malta. Let’s take a closerlook.

The languages of these countries are based on the ancient Latin language. Although French, Spanish, Italian, Portuguese and Maltese may sound very different, learning one of them will help understand a fair bit of the others. Group-oriented cultures Juliano comes from Italy, which is primarily a group-oriented culture. Most probably he was brought up surrounded by many family members andfriends. He is used to living and working in an environment where many different activities and conversations go on at once. In Southern Europe people tend to identify strongly with a particular group, the most important one often being the extended family. Family units function as a tight social framework in which each family member has duties and responsibilities. The interests of theindividual are subject to the interests of the group or extended family. There are still many family businesses in Southern Europe. Most cultures in the world are more or less group-oriented cultures. The main exceptions are Northwest Europe, North America, Australia and New Zealand, where life is generally centered on the goals of the individual.

CBI News Bulletin Page 6

Relationship-orientedPeople from group-oriented cultures are used to building relationships based on trust before they do business with a new company or person. The Italian businessman will invest in the relationship with a new English or Danish client by spending quality personal time together. During this time trust is built for a solid future collaboration. The Englishman and the German might experience this as a wasteof time. In Northwest Europe, trust is established by the quality of the product one has to offer, the compliance with contracts made together and the turnover of the past few years.

dent is seen as a distant leader. There are clear hierarchical differences. Make sure that the person you do business with in the organization has the power to communicate with the levels above him as well as thelevels below him. It is advisable to get to know many people in an organization. It will stand you in good stead if difficulties come up or when a person leaves the organization. Being introduced by an important person to a prospect or client is by far the best way to enter a business relationship. Verbal and written agreements When it comes to business, the French tend to be more hardcore...