How Cultural Dexterity Affects The Success Of Businesses In Building A Global Brand


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cultural dexterity

As we live in the age of globalization, it isn’t acceptable anymore if you don’t know other countries’ culture, especially when building a global brand.

A simple way of reaching out through websites and other similar platforms is not enough. You need something more than that. Understanding a country’s cultural norm and how they do business is important. And for that, there is this thing called cultural dexterity.

Cultural dexterity is a way of adapting to other cultures using cultural knowledge, emotional intelligence, and interpersonal skills. It is mostly used when a cross-cultural situation arises especially in a business setting where a better result is needed.

Building A Global Brand Though Cultural Dexterity

According to Andy Molinsky, “Global dexterity is the ability to successfully adapt your behavior in a foreign culture without losing yourself in the process. It’s about “fitting in” without “giving in” — learning to adapt your behavior to the new cultural rules, but doing so in a way that’s within your own personal comfort zone.”

It is important to note that you need not change yourself or your company completely due to cultural dexterity. In building a global brand, you cannot adapt to one culture or norms only, especially if you interact and do business with many other countries.

Industries That Applies Cultural Dexterity

One great example of businesses that uses cultural dexterity is the tourism and travel industry. Businesses tend to please their customers, it is how they acquire new ones and maintain a few loyal ones. These practices show cultural dexterity even though the people who do it do not realize they are doing it.

Airlines, hotels, and restaurants tend to learn what notable difference there is from one country to another, especially when it comes to manners and religion. They know what to do and not to do when they are in a country they are not really familiar with. Because of that, customers all over the world like them. They feel more at ease and comfortable doing business with them. As a result, their business becomes more global.

However, they still have that local or their own country’s culture mix in and blended well with other country’s culture. For example, a famous restaurant in Thailand can offer Western dishes while still offering authentic local Thai dishes. They offer both and leave it to the customers, whatever they want. Additionally, for hotels, it is the same. They will greet you in different languages and will cater to your needs all the while still having their authentic feel.

Another example is the BPO industry. This is probably a great example especially in cases of building a global brand. BPOs, especially the ones that are offshored by other countries know cultural dexterity. CEOs, managers, and even up to the agents themselves know how to deal with a foreign partner or client. They are taught how to handle them and the different situations that may arise.

When it comes to meetings, trips and short visits abroad, managers and CEOs alike tend to learn what the country’s culture that they will visit is like. They need to do this to have a great impression, especially if they want to become partners with the business or brand they will visit. In that way, their business will flourish and they will achieve their goals.

Fred Chua
I am a Philippine-certified Electronics and Communications Engineer who serves as the CEO of Magellan Solutions Outsourcing Inc. Magellan Solutions is one of the top call centers/BPO companies in the world that can deliver high-performing operations to businesses of any type and any size.


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