LOS FACTORES CULTURALES Y LA EXPORTACIÓN

Los factores culturales constituyen un reto a superar en el momento de exportar.

Aunque las personas son demasiado complejas para ser entendidas, podemos realizar un cuadro general de características de la cultura a la que se pretende vender con éxito un producto.

Por ejemplo, mientras que en los Estados Unidos y el Norte de Europa el tiempo es dinero, en Medio Oriente todas las cosas de la vida deben tratarse en los términos de su propio tiempo, las negociaciones son duraderas y tienen como principal objetivo hacer que las partes se conozcan.

Algo parecido sucede con la palabra de las personas, mientras que para los primeros la palabra no basta y debe constar por escrito, para los segundos la palabra es un contrato que será respetado.

La habilidad para comunicarnos en nuestro propio idioma no es tarea fácil. Pero cuando cambia el idioma y la cultura, se presentarán retos adicionales para la comunicación.

Alcanza con poner atención a la gran atracción que genera el mercado chino, para ver cómo se ha incrementado la demanda empresarial para capacitarse y aprender este difícil idioma.

Hay que prestar especial atención a los detalles y no olvidar que dentro de una gran cultura existen también sub-culturas.

Los retos que representa la comunicación no verbal son quizá más formidables. Por ejemplo, las personas que crecen en occidente tienden a ser más verbales que las orientales, quienes esperan ser entendidos sin mediar palabra. Para conocer estos datos y otros, es bueno acudir a las embajadas y cámaras comerciales del país. A veces, las cámaras cobran por entregar estos informes. Otra fuente de información, aunque menos fiable, son las páginas de Internet.

El conocimiento y la comprensión de las diferencias culturales son, sin lugar a dudas, cruciales para llevar a buen término una negociación.

Referencia: Warren J. Keegan y Mark C. Green. “Fundamentos de Mercadotecnia Internacional” Prentice Hall, 1999.
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