Cultural Perceptions One of the most important keys to doing business successfully in Asia is rel

Cultural Perceptions

One of the most important keys to doing business successfully in Asia is relationships. For most Asian countries, senior Western executives meeting once or twice a year with their Asia team does not constitute a close relationship. Instead, Western executives who see their Asian counterparts six to eight times a year (for work and social activity) are more successful. Yearly holiday cards with personal hand-written messages, frequent phone calls, and polite e-mails all help to form closer ties with Asian offices, affiliates or partners. Other courtesies include being aware of major holidays and sending appropriate greetings, such as for the Mid-Autumn Festival in China and the Lunar New Year.

For Western executives working in Asia, taking the effort to understand that each country in Asia is different also is very important. For example, it may not be appropriate for a Western Caucasian to be a country manager in Japan unless he or she is truly global and has spent many years in Japan/Asia. On the other hand, it equally is difficult to expect success for a Japanese company operating in the United States with a non-English speaking Japanese executive.

Awareness of the corresponding perceptions and stereotypes is important as well. Some common positive perceptions of Westerners from an Asian perspective include being creative, egalitarian, energetic and independent. On the other hand, some negative Asian perceptions of Westerners may include legalistic, argumentative, know-it-all, culturally ignorant, insincere and demanding. Of course, these are general stereotypes and not all Asian countries share the same attitudes and mindsets.