Misunderstandings between those concerned; the business development strategy is behind
schedule, despite all the technical groundwork
Misunderstood cultural factors are delaying progress on the project
Some commonly held beliefs or
When communicating with a foreigner you just do what comes naturally, based on who you
are and your own cultural references.
Standardising messages in English (disregarding cultural differences) makes it easier to
enter a market.
The development of the emerging markets is westernising their culture, with the result
that the people in those countries now follow Western patterns of living, thinking and working.
It's easy for people whose mother tongue is French to communicate in French in North
The Emerg-Et-Sens approach
Before the meeting:
Knowing one's own way of working and value system Among other things, Emerg-Et-Sens uses theAEC
Disc® Methodintercultural module as a tool for personal and professional development
in an international context.
Working on ideas - possibly preconceptions - about the culture of another country (that
of the prospective business contact) about which one knows little or nothing Avoiding lumping together
countries in the same part of the world Dispelling confusion between Arab-Muslim/Jewish culture and
Exploring all aspects of the culture of the other person's country (good manners, way of
thinking, verbal and non-verbal communication, management, and so forth) with the aid of an intercultural decoding model (intercultural frame of referencelinking management criteria with
Working on one's behaviour and message and also on the appropriate way of communicating
with the person concerned, thus increasing the likelihood of a successful outcome
After the meeting or during the
Coaching (face-to-face or online) for debriefing and ongoing support.