Family background and social life experiences motivate Emily’s entrepreneurship venture. The food oriented cultural background gives her the exposure to the industry and she learns how to prepare food experiments. These experiences prepare her to become an expert in sauces, and condiments. From the social system, she also learns how to bottle gifts and it shapes her entrepreneurship skills. Owner of the “Aromatic Condiment Shop” and a small-scale production unit in Perth, she specializes in the use of natural ingredients. Her plans to expand globally starting with Japan targets products that are popular in all parts of the world. These include chili sauces, pastes, jam varieties and chutney. Her intention is to work with Mr. Hamasaki who is aged 50 in the Japanese market. In order to proceed with the business in the region, Emily needs a strategic plan. This analytical essay presents a simplified approach on the practical steps to take. The discussion explains how to start a business in a foreign land, with reference to the cultural dimension theory and GLOBE models. Getting it right the first time gives a good foundation for Aromatic Condiment Shop. For a start, she needs to learn the proper manners for social interaction in order to avoid being misunderstood.
What is culture and what characteristics does it have? Beliefs and practices may make sense in one place yet appear ignorant in another. Emily needs to package her brand in a way that makes sense in japan just as much as it has in Australia. First, it starts with her own self-image. She needs to learn the proper dress code, business suits, and traditional attire. In addition, the brand name Aromatic Condiment Shop needs to have proper words, logo and elements. Aromatic means a pleasant aroma while condiment implies spices and sauces. In Japan and the Asian region, aromatherapy and condiments are important aspects in culinary and beauty treatment (Barton, 2017). Culture is about the society, food, drink, lifestyle, fashion, language, values and other aspects of the society.
Sauces such as soy and sesame are popular in the region. These are common elements in the global cuisine but Emily needs to package the brand appropriately for the specific environment. Culture is an identity that people in a society associate with. This includes, believes, practices, norms and values, which contain social knowledge and identity. The shared culture makes it easier for Emily because Japan and Asian communities are culturally rigid. Emily needs to find out if there is any weird meaning or symbol associated with her products.
The best way to connect business with cultural dimensions is to understand Hofstede’s theory of cultural dimension, which recommends the use of national culture for business decisions. It looks at four factors that a business entity can use for market entry in a new region. These are individualism, masculinity, power distance and uncertainty avoidance (Chhokar, et al., 2013). From this application, Aromatic Condiment Shop needs to make a decision on the perfect location for the brand. Emily needs to find out from Mr. Hamasaki about the people’s beliefs in the food industry, people’s choices and how the level of partnership between Emily and Hamasaki. National culture shows differences in value systems as well as similarities that the two can use. This will also shape the communication tactic that she uses.
It is important for Emily to recognize that culture is diverse. There is national culture, religious culture and social cultural practices. These are different across all systems. Managing a business entity that has a multicultural image is a challenge because of the barriers, and customer perception. Her choice of Mr. Hamasaki as the business link the region could be from the fact that the Japanese have respect for the elderly (Karasawa, et al., 2011). In fact, there is a cultural day for the elderly. This psychological affiliation with the elderly gives the brand a positive image. Emily knows that for her to appeal to the Japanese consumer, a cultural link is necessary.
As much as it is easy to adopt other cultures like celebrations, symbolic culture is hard to change. Hofstede’s approach to culture dimensions has limitations. Although the Japanese culture may have respect for the aged, modern technology tactics favor the young generation. Therefore uniting organizational culture with national and individual culture becomes a challenge. In the global business culture, women have a place in business leadership. However, in Japan, Mr. Hamasaki who is more elderly may have to take the lead in making business decisions (Fang, 2012). This brings about issues of leadership in the Aromatic Condiment Shop business.
The better model for managing complex organizations would be the Global Leadership and Organizational Behavior Effectiveness (GLOBE). This approach takes into consideration the culture in society as well as the business plan. In the contemporary business world, globalization allows small and large companies to access customers from all parts of the globe. Entrepreneurs use cultural intelligence to spread business ideas in new cultures (Llopis, 2013). This is not easy because different parts of the world speak different languages, have different practices and lifestyles. In business, it is crucial to understand the customer as well as the business objectives. This helps the brand to meet the consumer needs satisfactorily and make profit (Kiron & Shockley, 2011). However, some successful businesses have experienced failures in specific areas for failure to understand the cultural dimensions in the new markets. The trick is to learn the consumers’ cultural values, embrace the cultural elements and gain their trust.
GLOBE recognizes the leadership capacity of organizational innovators like Emily. In her quest to access cross border markets, she needs a strategy that caters for the Japanese markets. A narrow look at the demographics will also confirm whether the target market has consumers that are more youthful (Rashi, 2016). This will guide Emily’s choice of marketing tactics. For instance, social media provides a great platform for the brand to announce its presence in Japan. E-commerce opens up this brand to the regional market. The online interaction helps Emily’s brand to define itself and create a long-term relationship with consumers. Therefore, Emily will have a chance to surpass the expectations of the Japanese culture, in which men dominate the business sector (Hu, 2017). As a woman in charge of the business, Emily faces a challenge of redefining gender roles in her organization and in the business world.
Although using cultural tactics provides business opportunities, business in the emerging markets of Asia have other challenges (Cavusgil, et al., 2012). Connecting cultural factors to effective management of business operations is a plus. Emily needs to treat her employees and stakeholders in the business well. This will improve her image for more respect. Profile entrepreneurs receive recognition globally despite their cultural affiliations and gender (Kelley, et al., 2012). One way to capture the attention of the Japanese region is to use Corporate Social Responsibility as business ethics and PR strategy. In Japan, visionary women in social entrepreneurship have a better chance of success (Welsh, et al., 2014). Emily’s brand has a chance to adopt this as an initiative or contribute towards its activities. The country needs mentors like Emily and she could use this as a chance to connect with women who are the target customers for her products.
In conclusion, the Japanese business etiquette includes respect for the elderly. As Emily approaches Mr. Hamasaki for business, she needs to be polite, kind and sensitive to the Japanese cultural values. Having come from a global culture background where women have the ability to lead, she cannot ignore traditional protocol. Her dressing code needs to represent the culture. Paying attention to the Japanese national values includes simple things like arriving for meetings on time, being pleasant and protocol. Emily needs to learn important character attributes such as patience, which is important in business. Therefore, embracing Japanese etiquette takes more than getting to know the language. It also comprises of basic personality factors that people in the national culture can appreciate. Business acumen in the global markets cannot succeed without paying attention to cultural diversities in the multinational brands. Cultural dimensions address cultural barriers for small and large companies.
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