9. What is the value of
knowing the culture of the country (product) that you are branding?
Through Rowan’s experience in
Vietnam we see how drastically different two different cultures can be. In the
western world, businesses relied on legal contracts or documents to bind deals,
while in Vietnam businesses were more reliant on the relationship between those
conducting the business. If one came into Vietnam seeking to do business
without understanding the culture first, it wouldn’t be surprising if they ran
into a few walls due to their lack of awareness. The cultural and regional
differences demonstrated in the article show us how important it is to
understand them and respect them in order to avoid any miscommunication or
misunderstandings.
As such, we should keep in
mind the cultural differences between the US and Bhutan when approaching our
startup business plan. In order to create a successful business, it is integral
for us to understand the Bhutanese culture first given how important it is to
our business, and strive to consider the business from the local population’s
point of view rather than simply imposing our ideas as superior as it can
alienate our startup from the locals. In order to have our startup work
successfully with the native Bhutanese, we must learn to respect the culture we
seek to promote and think from their perspective instead of simply applying
what we believe may work.
Question: How can an outside perspective be helpful in looking at Bhutan's culture and promoting it?
Sources:
Rowan, Andrew. “Expectations, Social Context, and Miscommunication.”
Business culture in Vietnam: https://www.youtube.com/watch?v=uLPgtd6XYF4
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