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The Cultural Challenges of Doing Business Overseas

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The Cultural Challenges of Doing Business Overseas
EC0/561
8/2/2014
Dr. Sharghi

The Cultural Challenges of Doing Business Overseas
This paper will provide an analysis of Steve Kafka’s decision to open and operate a Chicago-style pizza business in the Czech Republic (University of Phoenix, 2011). This analysis will include information on the cultural differences between the United States and the Czech Republic and how these differences may affect the business climate. This paper will also review potential risks in doing business overseas and what Kafka may be able to do to mitigate these risks. In addition, trade barriers and price structures will also be discussed.
Background
Kafka is an American of Czech heritage, speaks fluent Czech, and has traveled to the Czech Republic on many occasions, thus giving him confidence in his understanding of the business environment and economy opportunities (University of Phoenix, 2011). Kafka also has many friends and family members living in the Czech Republic which also give him the ability to better learn about cultural differences and standard customs. The Czech Republic is a member of the European Union, NATO, the World Trade Organization, the European Bank for Reconstruction, and the International Monetary Fund, and the International Bank for Reconstruction (Doing Business, 2011). The monetary unit used is the Czech crown rather than the Euro and credit cards are commonly accepted, including the Maetro, Visa, Euro Mastercard, and the American Express card (Doing Business, 2011). Prague, the capital city where Kafka has decided to open his pizza business, has more than one million residents and receives approximately four million visitors each year. The fact that the city is such a large tourist destination is significant as 80% of the visitors are foreign and are more than likely familiar with the Chicago-style pizza that Kafka will be offering. Another positive factor is that the unemployment rate in Prague is 3.5% so even local residents will have the income and ability to frequently eat at a restaurant such as Kafka’s.
Cultural Environment
The Czech Republic is grouped with the Germanic countries in Hofstede’s studies and rates very high in the area of individualism. The Czech Republic falls into the mid-range area, leaning on the lower side toward emotional in the area of neutral vs. emotional (Brue & McConnell, 2005). In the area of ascription and achievement, the Czechs fell in the lower mid-range area toward ascription. These categories determined by Hofstede reveal that the Czech people are on average, more similar to Americans than many other cultures in Europe. However, the area of ascription is one to consider. Czechs will more likely value people based on who they are and what his or her social connections may be rather than achievements.
Business Statistics
The Czech Republic’s statistics for opening a new business state that it takes approximately nine procedures, 20 days, and costs 9.35% GNI per capita to start a business (Doing Business, 2011). The current exchange rate is 17.84 Czech crowns to one U.S. dollar (XE.com, 2011). This brings the fees to $1,666.00 depending on the rate of exchange. This makes the necessary permit fees fairly affordable in comparison to other countries and make ease of doing business in Prague very attractive. Another positive indicator is that the Czech Republic rates very high in the area of construction permits internationally, and it would not take a tremendous amount of time to obtain construction permits for renovation or to secure a licensed contractor for work (Doing Business, 2011).
The Czech Republic does rate fairly high in the area of doing trade across borders (Doing Business, 2011). This translates into approximately 20 days to import from countries with an average of seven required. This information could be significant to Kafka if he is considering importing any products from the United States for his new Chicago-style pizza business. Kafka would be better off purchasing from local vendors if at all possible. However, inclusion in the European Union and open borders may allow Kafka the opportunity to secure imports more easily from other European countries.
Pizza Prices
One way for Kafka to do market research for his new business is to utilize information provided by Euro monitor International. Euro monitor offers many different reports on different business sectors and information such as “Who Eats Out Where.” This report has information on the number of businesses, demographic information, and growth and trend information. If Kafka utilizes well-researched information on the food industry prior to creating his business plan and pricing structure, it could provide a very solid foundation to build on. Kafka can also perform his own personal research, and he can also conduct some focus groups with local residents on possible attitudes and price information on a specialty pizza such has the Chicago-style pizza. Kakfa should also investigate the eating habits of the 3.8 million foreign tourists that visit the city each year.
Conclusion
Kafka has a new and exciting opportunity in opening his new pizza business in the growing and expanding city of Prague. There are definite challenges such as the language barrier for him and learning to better under the Czech mindset and cultural customs. Kafka is fairly well prepared already speaking the language and having local residents as friends that can serve as his cultural guides. The ease of entry into business in the Czech Republic makes it attractive but the high taxes and complicated structure will provide a distinct challenge. Because Prague is a the seventh most visited city in Europe, there is a large pool of tourists to cater to but this also means steep competition in high-traffic, tourist areas. If Kafka is careful and thorough in doing his research and has the appropriate amount of assets needed to start a new business, he may be very successful in doing business overseas.

References
Brue, S. L., & McConnell, C. R. (2005). Economics Principles, Problems, and Policies (6th ed.).New York, New York: McGraw-Hill Irwin.
Doing Business. (2011). DoingBusiness.org. Czech Republic. Retrieved from http://www.doingbusiness.org/~/media/fpdkm/doing%20business/documents/profiles/countr y/db11/cze.pdf
Capital City of Prague. (2011). Doing Business.cz. Retrieved from http://www.doingbusiness.cz/EcbtApplication2.aspx?rid=86884&app=Main&grp=Content &mod=ContentPortal&sta=ArticleDetail&pst=ArticleDetail&p1=OID_INT_2728&p2=V Path_STRING_&p3=ShowDocInfo_BOOL_False&acode=140057380
Czech Republic - Language, Culture, Customs and Etiquette. (2011). Kwintessential. Retrieved from http://www.kwintessential.co.uk/resources/global-etiquette/czech.html
Euromonitor International. (2011). Who Eats Out Where. Retrieved from http://www.euromonitor.com/Who_Eats_Out_Where Currency Calculator. (2011). XE.com. Retrieved from http://www.xe.com

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