Company

Company A will be moving part of its business overseas into Japan in the 4th quarter of 2010. In order to prepare for any cross-cultural issues or communication differences that may impact the company’s marketing approach and strategies I have prepared a brief summary of some of these challenges. I have also touched on certain cross-cultural ethical differences between Japan and the United States.

Marketing Approach

It is important to become aware of the culture around you. Take into consideration what the culture is, the customs, the history, the language, and communication styles. What works in the United States and Great Britain will not necessarily work in Japan too. Marketing tools like commercials, slogans, and music will need to be researched prior to any rollout. The phrases or gestures alone could be enough to damage future success in the country. Because unspoken language can often tell businesspeople something that spoken language does not, they should know something about this form of cross-cultural communication. In Japan it is not considered professional to use extreme hand gestures or facial expressions. The Japanese are very formal and will expect you to dress your part and be prompt. Business in America over the years has given way to a casual approach to business, so gird up.

Communication

While doing business in Japan it is important to understand the differences in communication style. In the West it is acceptable to get to the point right away, but the Japanese business representatives will want to build a rapport with you first. Be aware that Japanese people tend to speak to topics in an indirect way, while the Americans tend to be more direct. If you are not aware of these two differences you may walk away from a meeting with a misunderstanding. It is important to realize that these are only a