“Think Globally, Act Locally” 26-September-2012 John Lincoln VP Enterprise Marketing, du

“Think Globally, Act Locally”

26-September-2012

John LincolnVP Enterprise Marketing, du

My upcoming book!

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One man’s meat is another man’s poison!

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What does this mean?

UK = O.K.

Russia = Zero

Japan = Money

Brazil = Insult

Different strokes for different folks!

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Just fit in, don’t go too far, will you?

Of nuances, semblances and perceptions!

• In Japan, do not stick the chop sticks vertically in a bowl of rice…

• In Korea, do not write someone’s name in red…

• Number 4 is very unlucky (it means death) in Asia…

o Psion (of UK) Series 3 PDA skipped to Series 5 to avoid this e.g.

• Do not shake with left hand (of course)…

• Personal space is very important in US…

• Yes does not mean yes (instead it mean “I heard” you) in certain cultures…

• Kissing on both cheeks while handshaking works in some EU, but not in Japan or China…

• …

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Did you know and why?

• In the early days in the US, African children preferred to play with white dolls?

• French children play among themselves closer (in terms of distance) to their parents than the American children do?

• In Russia, when a man hands over a peeled banana to a woman, he is romantically interested?

• When left alone, Japanese person has the exact same expression as American when negative images are shown. But when in a group, he smiles instead?

• …

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Some Verbal Miscues

• You’ve got to be “kidding!”

• Oh “shut up!”

• Let me “use” someone (in India, this is not good at all, but in other countries, it may not mean negative)

• “Fire” someone (in the US, this means termination of employment, but in other countries, it may mean verbal bombardment)

• …

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Generalization is Dangerous but…

• Time

o Chronocracy (Western) – time is money, being punctual is important, …

o Polychronous (Eastern) – time is fluid, “talking over” each other is okay, …

• Volume of voice

o Raised (Latin America) – normal

o Not raised (Canadian/Japan) – normal

• Personal space

o Larger (Americans) - expected

o Smaller (Europeans/Asians) – perfectly normal

• Responsibility

o Fate driven (Eastern)

o Personally responsible (Western)

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Generalization is dangerous!

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• Patience

o Queue waiting (e.g. UK) – orderly, follow democracy, …

o French-queue – anything goes?

• Face and Face-saving

• Sense of belonging

o Individualism (Western)

o Communitarianism (Eastern)

• Eye contact

o Must for some, rude for others

• Toucho Natural for some, no-no for others

You must internalize the power distance, risk averseness, male orientation and individualism of a culture!

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Return privileges andExtended warrantiesMight be enticing

Promotions commensurate With social statusMight be enticing

Promising empowermentMight be enticing

Communal BenefitMight be enticing

The “providence paradox” is real!

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Consumer only willing to pay $50 Consumer willing to pay $300~$500

90 percentile wine quality 90 percentile wine quality

Venezuela Farm

Venezuela’s product not viewed as premium Belgium or Swiss Premium Chocolate Products

Three Methodologies to Overcome the Paradox

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By methodical incremental value creationEarn

By acquisitionBuy

By creating effective branding or channelCreativ

e

The P’s in the Lincoln pod

• Purpose

• Profit

• Plan

• Process

• Pace

• People

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In Conclusion

• Mindful of P’s

• Think globally, act locally

• Know thy audience

• Overcome Providence Paradox

• Be successful with purposeful plan

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