1. C5. Global Meetings:Managing Cultural DifferencesPresenters:Rawya TullgrenAgns Canonica 2. DISCLAIMERThe views and opinions expressed in the following presentation are those of the individual presenters and should not beattributed to any organization with which the presenter is employed or affiliated. 3. US Scientific Approach to Business US the Leader in the business world: Finance, High Tech, Pharmaceuticals US adopted a business approach where every aspect is studied, analyzed,assessed and quantified The Scientific Approach became the basis for rules of engagement Directness and achievement at the expense of relationships American management style is described as individualistic Accountable for decisions made in your area of responsibility An approach alien to cultures who put diplomacy and harmony at the heart oftheir business meetings3 4. An Ever-Growing Global Economy 30% of US employees in US based multinational companies live outside the USand are local to the countries in which they work (white paper by GlobalIncentive Council) S&P estimates as many as two thirds of employees at US multinational workand live overseas for their employers The society of HR Management (SHRM) predicts globalization to grow andcould triple middle class in emerging markets SHRM surveys indicate 97% of Global CEOs say the right global talent is themost critical factor for business growth. How do you begin? 4 5. Adjust Rules of Engagement Knowledge that the impact of cultural differences is the key to success Become more globally sensitive while maintaining the efficiency of the AmericanApproach Deeper awareness and understanding of your counterparts cultural background,expectations, and preferred working styles Cultures: Be open to understand the why behind their behavior and your behavior Relationships: Build trust Communication: Create a style based on understanding the differences to elevate thesuccess of the program Processes: Create effective processes5 6. Becoming the Best Global Provider Global programs are not an extension of the domestic programs in place Success is no longer dependent solely on business acumen Deeper awareness and understanding of your counterparts culturalbackground, expectations, and preferred working styles Dont think of how I have always done it but how else can I do How can I create a network of local and regional experts How can my local network share my success and achievement How can WE become a high performing team through effective processesand communication 6 7. 7 8. ARS # 1What is the monetary currency in Brazil?a) Capoeirab) Pesoc) Reald) Dinar 9. ARS # 2What is a carnet in the shipping world?a) A small notebookb) A way to avoid paying duty tax for temporary importsc) An international waybilld) A shipping container 10. ARS # 3What is the monetary currency in Mexico?a) Eurob) Pesoc) Rupeed) Yen 11. ARS # 4What is the main sport in Japan?a) Golfb) Baseballc) Soccerd) Tennis 12. ARS # 5What is the main sport in Latin America?a) Baseballb) Soccerc) Tennisd) Swimming 13. ARS # 6What does 07/04/12 mean ex-US?a) July 04, 2012b) April 07, 2012c) Depends on whos reading itd) None of the above 14. ARS # 7What does 07/04/12 mean in the US?a) April 07, 2012b) July 04, 2012c) Depends on whos reading itd) None of the above 15. ARS # 8When organizing a meeting in Latin America and your presenters are fromthe US and attendees from Mexico, Brazil, Chile, Uruguay and Argentina,what languages do you need for Simultaneous Interpretation?a) Englishb) Portuguesec) Spanishd) All if the above 16. ARS # 9Restaurants traditionally opens for dinner in Spain at 21:00.Select the correct time:a) 7:00 amb) 8:00 pmc) 9:00 pmd) 2:00 pm 17. ARS # 10When is it appropriate to drink cappuccino in Italy?a) Only before Noonb) Anytimec) Just for breakfastd) Dinner time 18. ARS # 11Which days are considered the weekend in the Middle East?a) Fridayb) Friday/Saturdayc) Thursday/Fridayd) All of the above 19. 20 20. Common Concern: I dont want to offend my global counterpart In Reality: You will not unless you insist on doing things theway you normally do If you are not open to bridge the cultural gap byunderstanding the cultural background you will not engage orearn trust When in doubt??? Ask!!! There is no right or wrong style Leverage similarities and differences and bridge the gap 21 21. Gaijin + Foreigner= Forgiven Gaijin = Foreigner: Not expected to know and understandJapanese culture or proper protocol Effort is much appreciated and valued even if you makemistakes You are forgiven because you are Gaijin and you are trying The Gaijin concept exists in every culture Apply it 22 22. Bridging The Cultural Gaps:Leverage similarities and differences and bridge the gap Building RelationshipsUS:Global:80% of world cultures are IndividualisticEstablish formallygroup orientedBuild through tasksEngage hierarchical channelsTalk directly and get to the point Wait for an opportunity to ask Interrupt and ask questions Listen: speak when appropriate Speak up: be heardMeetings are for sharing info then decisions Meetings are for discussions, Silence can mean many things decisions Start with the background Silence means understanding,then support agreement Rely on the tried and true Give your point and supporting reasons Embrace the new and exciting23 23. Working with the US Business Approach US GlobalScientific business Tell (Tell us what to do) Listenapproach vs. Relationship Teach (How to do it)LearnapproachTake (the credit) Give (Other)Demonstrate Effort You understand and make an effort Listen/learn; inform and stay and willing to learn and supportin touch mode each other You are not in a Teach/Tell/Take Appreciated and valued Mode 24 24. Ten Tips for Success Guanxi (China) or personal relationships is vital for doing business Relationships come first, second, and third in some cultures Do not underestimate the importance of the relationship building process A pre-meeting chat with diverse topics: Sports, family, weekend etc. is never a waste of time or resources Do not make people lose face and openly disagree Local advice and expertise is imperative Punctuality maybe flexible so be flexible and spontaneous Avoid difficult words, expressions, slang and long sentences Pause after long discussions Use visual aids whenever and as much as you can Be cognizant and respectful of time zones25 25. Time Zones Asia & Australia: 12-15 time difference Europe and Middle East: 5-9 time difference Online tools are useful when scheduling global meetings. Early morning meetings for Asia maybe difficult because of long commutes: cost ofhousing in major cities expensive, use of public transportation Teleconferences are preferred to be conducted from the office vs. from home due tocost of long distance, small homes Agenda and meeting materials sent in advance to facilitate any language barriers If time zone inconvenience cannot be avoided - rotate 26 26. Cultural Code Directness Enthusiasm Formality Assertiveness Self-promotion Personal Disclosure27 27. Cultural Norms: India vs. USIndia United StatesDirectnessLow High Enthusiasm Low High AssertivenessLow HighSelf-promotionLow High FormalityHighLowPersonal disclosure Low High28 28. International Communication Styles: Diplomacy vs. Directness Some cultures put directness before diplomacy and vice versa Directness: Truth must be clear and without deviation Diplomacy: Try to soften what they say for fear of offending Direct cultures include: Germany, Netherlands, Scandinavia, US, Australia Diplomatic cultures include: India, Korea, Asia, LATAM, Middle East,Mediterranean region Diplomatic cultures revert to a coded language to avoid a direct No29 29. Coded Language: Avoiding a Direct No Denying a request or expressing a negative intent (no I cannot commit or do that) Disagreeing (I dont agree or no I dont think so) Examples of Indirect No: We will try Maybe we can do It might be difficult but well do it It may take some time Hmmmm. Ok it is quite busy this week Silence Sucking air through the teeth30 30. Terminology Jargon you hit the nail on the head hired guns low hanging fruit Jokes Slang Informality come on, guys 31. SITUATION # 1Youre in Tokyo, Japan attending a business meeting. Youexchange business cards with a local.Demonstrate the exchange 32. SITUATION # 2Youre having lunch in Santiago de Chile. Your order arrives, adelicious salmon sandwich.How do you proceed to eat it? 33. SITUATION # 3While dining in Europe, at a table, where should your left handrest when not in use? 34. CONSIDERATIONS Dates: Holidays & congresses Location: Consider your audience Size of meeting Time of year 35. Venue Contracting and BudgetingCategory USGlobalHotel Room Type Double Room 2 persons in the roomDbl/Dbl Twin (2ppl 2 beds)SingleDouble for Single UseKingEU Single can be a room with twin bedSameROHComplimentary Rooms Determined by formula based onSamecumulative or per nightStaff RateNot common ask for itCheck in processGive name and ccComplete hotel form + ID + CCHotel form is required by Security (Police) insome countriesRoom Rate Room rate per night ++Room rate can be inclusive of breakfast &VATMeeting Space F&B minimum and meeting room rental Delegate rate inclusive of space + lunch & 2fee can be waived breaksAsk for 24 hr holdMust ask for it and may include additionalfeeSpace Measurement Square feet Square meter 37 36. Venue Contracting and BudgetingCategoryUS GlobalDateMonth/Day/YearDay/Month/Year3/21/2013 21/3/2013TimeAm & PM Military (24hr)AV: English is not American English PodiumLecternStage PodiumPipe n Drape N/A ask for a hard set or what theyofferOther budgeting items Important to specify your needs Lunch in France is a 3 course mealfor meals: Sit down, standing served with Alcohollunch finger food, sandwiches, no Soft drinks can be more expensivealcohol than juices and wine in someBe careful when substituting wine countries such as France and Spainfor soft drinks38 37. Meetings TerminologyCategory US GlobalMeeting types ConventionCongressConvention terminologyPCO (professional congressorganizer)Secretariat (organizing adminstaff)Attendees ParticipantsDelegatesLobby Level 0 Level 139 38. Visa Requirements Impact on Meeting Logistics?Visa requirements can impact the decision on the destination where a meeting is held and how a series of meetings may be structured. For example it may be a smoother process to host a regionalized investigator meeting in India thanto ask 40 Indian attendees to travel to a larger Asia Pac meetingDoes timing play a role? Lead time for meeting can have major impact Flight and accommodation may need to be booked prior to Visa issuance can be taxing to planningteam when planning last minuteWhos responsibility is the Visa? Essential to define role of sponsor, meeting planning company, travel company, DMC and (or localCRA for investigator meetings) in obtaining Visas Letter of invitation, embassy correspondence, clarifying instructions for individual, etc. Ultimately the attendee is responsible for filling in the application40 39. Visa Requirements Affect on MeetingLogistics? What is Plan B if Visa is denied? Excellent place to utilize technology- WebEx can be set up for participantsthat were denied (Example Israeli attendees denied entrance to Turkey) Are there resources that can make the process easier? Embassy websites can be confusing or in foreign languages http://www.passportsandvisas.com/visas/index.asp Can choose meeting location country and view visa requirements forvarious international attendees (all in English)41 40. ESTA For International attendees traveling to the US (from the listed 36 Visa waiver countries) Cost: $ 14.00 Purpose: a way to screen passengers in advance and improve security Website: https://esta.cbp.dhs.gov/esta/application.html?_flowExecutionKey=_c44BA1569-AF6B-9FDE-8923-B7A3C754F5AF_kC0F1F80C-C5EC-7FB9-0DCE-99F80AF51828 41. TO SHIP OR NOT TO SHIPIs that really the question???Best Practice: TRY TO SECURE LOCALLYIF YOU ABSOLUTELY MUST SHIP: Use an International Freight Forwarder & Custom Broker Find a company specialized in the country to which you are shipping Expect to pay custom fees (and lots of it) Do not ship boxes heavier than 50 kg In certain countries, expect to exchange funds under the table 42. CASE STUDY 247 attendees: 206 HCPs; 12 sponsors; 22 CRO; 7 vendors Therapeutic area: CV Countries: Italy (10), France (15), Germany (10), Poland (5), Spain(8), Ukraine (5), Russia (10), Sweden (5), Turkey (5), Israel (5), UK(10), Belgium (15) 2 HCPs per site Dates: First week of September One general session + 5 breakouts Location: Europe44 43. Case StudyConsiderations: August most of EU closed : vacation/holidays Regulatory caps Congresses (ESC first week of September) Visa requirements (Russia/Ukraine, etc) Venue approval (star rating/perception) Simultaneous interpretations Religious consideration to dictate dates (Ramadan) Appropriate hotel to accommodate such a large meeting (few in EU) Government approvals: France CNOM; Belgium MDEON, etc 44. RESOURCES46 45. Venues and F&B Budget Does everyone realize that the F&B caps for International meetings held in US go by thelowest country cap? How to get creative with F&B pricing Luncheon menus for dinner with one glass ofwine, charging meeting room rental to make up difference as most are used to payingrental abroad. International Planners are used to square meters not square feet make it easy forthem use the internet to convert your square footage to square meters Deposits and Billing Conferences planned for US from abroad are accustomed topaying larger deposits and even paying up front this is good for hoteliers as ouraccounting departments dont like to bill internationally despite whether they havecredit or not dont be afraid to ask for prepayment.47 46. APPS http://meetingapps.com/ World Customs and Cultures Weather Channel Converter+ FlightTrack Metric Conversions World Clock Yelp Kayak TripAdvisor New to the IPad world: AppStart 48 47. BOOKSCULTURAL PROTOCOL - READING LIST: DOs and TABOOs of Hosting International Visitors Roger E.Axtell Multicultural Manners Norine Dresser Kiss, Bow, or Shake Hands Terri Morrison Global Dexterity Andy Molinsky 49 48. COLORSColor orangeIn the Netherlands, the color orange stands for the Royal Family andthe Dutch National Soccer team. For the Dutch that means: Partying,on Queensday, a national holiday, and at many soccer matches. Theorange color will make them think about that.However, if you go East towards the Ukraine, the color Orange has atotally different meaning. There, the color Orange stands forrevolution against the government. A completely different kind offeeling. 50 49. COLORSFloral Considerations Color purple in Brazil & Mexico = death White in Japan = death White chrysanthemums = flower of death in many European countries Carnations in France = bad luck Red roses = romantic intentions 51 50. CULTURAL PROTOCOLEUROPE Address by suffix & last name until authorized to use first namebasis When working with the UK know the difference between English,Scots, and Welsh dont forget Northern Ireland RESPECT punctuality and definitely err to formality When eating, do not place hand on your lap Most important meal of the day: lunch 51. CULTURAL PROTOCOLASIA In face to face conversation verbal or gestured yes usually means, yes, I hear you nothing more. In China do not ask a question that requires a NO answer Very prompt society Personal space respected not a touching society Conservative & traditional Remember India is in Asia Always ask about serving beef - Hindus do not eat beef 52. CULTURAL PROTOCOLJAPAN Know the difference between Japan, China and Asia Chinese cuisine is not the same as Sushi or Japanese cuisine Fortune cookies are not Japanese dont mix and match menusunless it is a buffet Japanese use -san after the family name (formal and senior) Use -san after first name when equal and less formal Inappropriate to call by family name without - 53. CULTURAL PROTOCOLAUSTRALIA / NEW ZEALAND Know the difference between New Zealand and Australia Rank in business and class structure minimized Great sense of humor in all situations Frank yet friendly dislike pretensions Appreciates punctuality 54. CULTURAL PROTOCOLMIDDLE EAST / AFRICA Normal work week: Sunday through Thursday Muslim countries Punctuality relaxed Always ask about serving alcohol- devout Muslims DO NOT drinkbut OK for others to drink Titles matter Be aware of Ramadan dates and learn more about Ramadan 55. CULTURAL PROTOCOLLATIN AMERICA DO NOT assume that Brazilians speak Spanish Jumping right into business without a period of socializing is veryrude & American Punctuality relaxed Touching arms, elbows, or backs is common Eye contact during conversation very important Titles matter 56. CULTURAL PROTOCOLLATIN AMERICASpanishPortugueseBuenos diasBom diaComo estas?Tudo bem?Gracias Obrigada (fem) Pollo Frango 57. Meaning of Gesturesvs.59 58. Various Resources CURRENCY EXCHANGE: http://www.xe.com/ucc/ EVENT CANCELLATION INFO & INSURANCE: http://eventshield.com/ METRIC CONVERSIONS: http://www.metric-conversions.org/ SHIPPING & CUSTOM BROKERS: Events on the Move: http://www.eventsonthemove.com/ TEXT TRANSLATION: http://babelfish.yahoo.com/60 59. Various ResourcesTRAVEL ASSISTANCE & INTL MEDICAL INSURANCE: Medex Global Solutions www.medexassist.comU.S. DEPARTMENT OF STATE: Register your travel and your meeting at travelregistration.state.gov Search for travel alerts, warnings, and consular information for your site at theU.S. Department of State Web site. Note that there is now a mobile version ofthe site: m.state.gov, optimized for viewing on your smartphone61 60. Electrical Outlets 61. Electrical Current 110 vs. 220 Adapter vs. converter 62. VAT RECLAIM Dont leave money on the table VAT (Value-added tax) reclaim info:http://www.globaltaxreclaim.com/ Some destinations apply instant rebates to the Master (Mexico10% - Chile 19%) Also known as IVA (LatAm) / GSM (Canada) Things are changing in Europe:http://www.vanameyde.com/?Id=183 63. International Travel Tips Prior to going international call your credit card companies Make sure that your cell phone has an activated International plan & enquire about rates Smart phones: watch the Intl data roaming $$$ Make sure passport is valid 6 months post travel & has at least 2 empty visa pages To avoid high exchange fees, upon arrival at destination, withdraw cash from local ATM Beware credit card international transaction fees Learn a few words in the local dialect If you travel international + 6x a year: Global Entry Program (https://goes-app-cbp.dhs.gov) 65 64. PRESENTERS CONTACT INFORawya TullgrenAgns CanonicaTakeda Pharmaceuticals. Inc.MD EventsE-mail: rawya.tullgren@takeda.com E-mail: agnes.canonica@md-events.comPhone: (224) 554-2675 Phone: (610) 825-2660