The Deliberation of Cultural Issues
for Inflowing in USA Market in favor
of Business from Bangladesh
When a Company moves to foreign
market , it must learn how to deal
with that market’s particular
culture. When selecting markets for
entry or as a source of supply, an
international manager must
become familiar with the specific
cultural factors, business etiquette
and issues involved in conducting
business abroad. Market research
and contacts with foreign partners,
buyers, customers, and others
should give your company an idea
of what products can be sold and
IntroductionHowever, before the sell can occur, your company may
need to modify a particular product to satisfy buyer
tastes, needs in foreign markets, or legal requirements
for the foreign destination. You must consider several
issues when you are thinking of selling overseas,
including the following:
– What foreign needs does your product satisfy?
– What products should your company offer abroad?
– Should your company modify its domestic-market product
for sell abroad? Should it develop a new product for the
– What specific features, such as design, color, size,
packaging, brand, labels, and warranty, should your
product have? How important are languages or cultural
Whatever sector you are operating
in, cultural differences will have a
direct impact on your profitability.
For establishing trade Overseas,
We Select Ready –made-
Garments (RMG) Product for
exporting USA market from
Bangladesh through our Company
.For that we have to consider
several cultural determinants of
USA Markets. Therefore, you should
be aware of the key factors that
have a direct impact on business.
Definition of CultureCulture illustrates the accepted
norms and values and traditional
behavior of a group. Culture guides
the selection of appropriate
responses in social situations. In
other words culture can be defined
as an evolving set of collective
beliefs, values and attitudes. For
example :The importance of cultural
understanding in successful
international companies is reflected
from their marketing strategies
which are grounded in the cultures
of the target industries.
Alternatively, a company with weak
understanding of the target
company’s local culture can commit
disastrous mistakes in developing
the marketing strategy through
designing advertisements which
offend people because of culturally
Importance of Culture
• Culture affects market demand.
• Managerial behavior is driven by
his/her cultural knowledge.
• Knowledge of Native culture is useful
when dealing with home markets
but it has little value when dealing in
• Culture affects the nature of
• Culture acts as a hidden entry
barrier, but it can be overcome with
cultural sensitivity, hard work &
Culture: International Business
• Understanding culture and its effect on
international business provides a foundation
for working in the global community
• Understanding culture is the foundation, or
basis, of understanding every other aspect of
conducting international business.
Cultural Issues Affecting International Trade
Gender Roles: in some cultures, gender roles are still very
clear-cut. This could mean you could be aiming for the wrong
gender in your marketing or branding which could alienate
you from your target audience.
Economic Conditions: your success, and not to mention your
image, can suffer greatly if you don’t take the economic
limitations of the targeted market into account. If people
cannot buy on credit or are going through tough financial
times, marketing high-end products might scare of customers.
Religious Dominance: if you market a product that is not
accepted by the dominant religious group, you might harm
your company considerably.
Cultural mores: if a certain product or action is ‘not done’ in a
certain country, there is there any use in trying to launch it
there? Think skimpy bikini’s in Islamic countries.
Cultural Issues Affecting International Trade
Communication is the key to success for any business, whether you
are operating nationally or internationally, but when operating
internationally it becomes even more important due to language
Customer Needs: Being aware of basic customer needs is an
important aspect as this will give the advantage of conveying your
message. In simple terms, if you are aware of the customer’s
cultural background, then you will be able to adopt better and more
suitable advertising methods.
Customs: When doing business with an affiliate from another
country, consider the cultural differences that may be presented.
This includes basic customs, mannerisms and gestures. For
example, If a salesperson approaches a meeting with knowledge of
a customer’s cultural background, then his words, body language
and actions can all be adapted to better suit those of the
customers. This in turn may lead to being better liked by the
customer, ultimately increasing the salesperson's opportunity to
close the deal.
Cultures Differences Between Bangladesh Vs. USA
As a Bangladesh is our home country
instead of USA then the cultural
differences are given Below-
Life expectancy: The life expectancy at birth
in Bangladesh is 70.65 ( 8.91 years soon)
while in The United States it is 79.56.
Unemployed: Bangladesh has an
unemployment rate of 5.00% while The
United States has 7.30%.
GDP: The GDP per capita in Bangladesh is
$2,100 while in The United States it is
Heath Care: Per capita public and private
health expenditures combined in Bangladesh
are $26.00 USD while The United States
spends $8,895.10 USD.
Class division: The GINI index measures the
degree of inequality in the distribution of
family income. In Bangladesh it is 32.10 while
in The United States it is 45.00.
•A sensitive, experienced
understanding of interaction
in different cultures is often a
fundamental prerequisite in
•The two major aspects
manager needs to address-
i. Make sure that To gain a
more than superficial
understanding of people
& their behavior.
ii. their massage is getting
across to the foreign
Overview About the Host Country
Name of the Country : The United state of America (U.S.A)
Population: 317.6 million (UN, 2010)
Capital: Washington DC
Largest city: New York City
Area: 9.8 million sq km (3.8 million sq miles)
Major language: English
Major religion: Christianity
Life expectancy: 76 years (men), 81 years (women) (UN)
Overview about the USA
CultureThe United States is the third largest country in the
word with a population of more than 320 million,
according to the U.S. Census Bureau. Because of
this, the United States is one of the most culturally
diverse countries in the world. Nearly every region
of the world has influenced American culture, as it
is a country of immigrants, most notably the
English who colonized the country beginning in the
early 1600s. U.S. culture has also been shaped by
the cultures of Native Americans, Latin Americans,
Africans and Asians.
The United States is sometimes described as a
"melting pot" in which different cultures have
contributed their own distinct "flavors" to
American culture. Just as cultures from around the
world have influenced American culture, today
American culture influences the world. The term
Western culture often refers broadly to the cultures
of the United States and Europe.
Why USA Suitable For Business ?
While the U.S. has enjoyed decades of
domestic economic prosperity, recent
economic challenges remind us that our
future economic success revolves around
succeeding in the global economy. It’s not
about who’s bigger, better, brighter, or faster;
it’s about who is empowered to leverage the
power of culture to optimize an organization’s
bottom line. Cross-cultural differences have
time and time again been identified as the
most significant impediment to successful
international ventures and projects. These
obstacles can be transformed into
opportunities with a framework for tackling
Have in Mind Before Business
Americans who work virtually across borders but who
live in the United States are not always aware of the
huge differences in the way other countries do
loud voices can disturb all coworkers in the locality.
Accept responsibility for your errors.
Americans are well known for their positive thinking. A
positive approach and attitude is key in business.
Negative thinking or complaints are not received very
• Do not complain.
•Use the word challenge instead of problem.
The Unites States citizens are law abiding and used to
many rules and regulations. People hardly question
public authority. This reflects on organizations. Each
organization has a strong organizational culture with
strict rules to live by.
Basic Expectation by Americans from
Are you from any nationality
your American team leader
expects from you-
Good work ethics. Extra hours should not
A positive, Constructive and Energetic
Openness, transparency, assertiveness and
Sharing of information within the team.
To be comfortable with receiving
instructions of the team leader.
To understand that your team leader will
try to energize you through his up-beat
First Impression Manners of USA
First impressions are important. Americans
know how to sell themselves
and expect others to do the same. Be very
present and express your will to work hard.
Appearance should be healthy and energetic.
Dress and good manners
are less important than the above-mentioned
Show that you will invest time and effort to
reach your goal.
Dress/Appearance Decorum of
USA Don’t forget about the dress code to make
a good first impression! For an initial
meeting, dressing conservatively is always
in good taste. Women can wear business
suits, dresses or pantsuits. Men should
wear a business suit unless you know the
firm to be quite casual.
What is considered appropriate business
attire varies by geographic region, day of
the week and industry.
In general, people in the East dress more
formally, while people in the West are
known for being a bit more casual.
Executives usually dress formally regardless
of which part of the country they are in.
Casual Friday is common in many
Greetings Etiquette of USA Offer a firm handshake, lasting 3-5 seconds,
upon greeting and leaving.
Good eye contact during business and social
conversations shows interest, sincerity and
confidence. If you are meeting several people at
once, maintain eye contact with the person you
are shaking hands with, until you are moving on
the next person.
The lack of formality is also noticeable when it
comes to names and titles .
Business cards are generally exchanged during
introductions. However, they may be exchanged
when one party is leaving.
A smile is a sign of friendliness, and in rural
areas you may be greeted with a "hello" rather
than a handshake.
Make clear distinct pace between other
Communicational Etiquette of
USAo In case you need to introduce other people (e.g.
during a meeting or business trip), note that a less
important person is introduced to the more senior or
higher-ranking one first, not the other way round.
Don’t forget to add a few details about whomever
you’re introducing, like job title, area of responsibility,
or some personal information, like where they are
o you need to avoid being considered as overly negative
or rude in your conversations. Too much directness
appears unprofessional, and so do big emotional
displays in a public setting, especially if you voice
negative feelings like disappointment or anger.
o Most Americans are friendly, open and direct in their
communication. In emails they communicate in bullet
points, convinced that if you do not understand you
Conversational Protocol of
USA• Once you start making small talk, you
should come across as personable, social,
and positive. In the United States, it is
considered good manners to "put on your
happy face". If someone asks you, "how are
you?", the expected answer is "fine, and
how about you?" It’s mostly a rhetorical
question, and definitely not an invitation to
discuss your digestive problems or marital
crisis in public.
• Politics and religion should be kept out of
the workplace, especially controversial
issues, In general, social pleasantries keep
things smooth among those working
together, but they aren’t necessarily a sign
of close friendship.
Body Language Etiquette of USA
Keep your distance when
conversing. If an American feels you
are standing too close, he or she
may step back without even thinking
You will need to watch your
colleagues for clues on what they
are comfortable with.
Americans are generally
uncomfortable with same-sex
touching, especially between males.
Americans smile a great deal, even
at strangers. They like to have their
Business Meeting Etiquette of
USA• Arrive on time for meetings since time and
punctuality are so important to Americans.
• The Northeast and Midwest, people are extremely
punctual and view it as a sign of disrespect for
someone to be late for a meeting or appointment. In
the Southern and Western states, people may be a
little more relaxed, but to be safe, always arrive on
time, although you may have to wait a little before
your meeting begins.
• Business conversation may take place during meals.
• Meetings may appear relaxed, but they are taken
quite seriously. If there is an agenda, it will be
followed. At the conclusion of the meeting, there will
be a summary of what was decided, a list of who will
implement which facets and a list of the next steps
to be taken and by whom
• If you make a presentation, it should be direct and to
the point. Visual aids should further enhance your
case. Use statistics to back up your claims, since
Americans are impressed by hard data and evidence.
Clint Service Civility of USA
The Americans are champions in customer service and customer
friendliness. The customer is consider ding and everything is done
to please the customer. Americans do not understand the laid-back
attitude many cultures have towards clients . During Customer
service we have to in mind –
Be Cheerful: Maintain a cheerful demeanor throughout the
Be Professional: Refer to customers as sir and madam. Ask if it is
OK to put the customer on hold/wait and apologize if the customer
was on hold/wait for more than certain periods. These help to set a
professional tone to your Service.
Use Honesty: Tell the truth to the customer at all times. Let her
know what you are authorized to do to help in a situation, and if
the situation gets beyond your authority then let the customer
know that you need to transfer to a manager for service.
Be responsible: . Be responsible for the things you do on a Service,
and feel as though you need to see that call through to a solution.
Be Complete: Make sure you are following the correct procedure
for each service & complete it until customer is satisfied.
Corporate Culture Courtesy of USA
• In the United States, business relationships are formed
between companies rather than between
people. Americans do business where they get the best
deal and the best service. It is not important to develop
a personal relationship in order to establish a long and
successful business relationship.
• It is always proper to ask questions if you do not
understand something. Americans ask questions -- lots
of them. They are not ashamed to admit what they do
know. Americans will assume you understand
something if you do not tell them otherwise.
• Americans are often uncomfortable with silence.
Silence is avoided in social or business meetings.
• It is rude to interrupt someone who is talking. Say,
"Excuse me" during a pause and wait to be recognized.
Interruptions, however, are common. Do not be
surprised if someone finishes your sentence if you
hesitate when you are speaking.
• Women are leaders in all aspects of American life from
business to education to government. Never assume
that a working woman is in a subordinate position.
Corporate Culture Courtesy of USA
• Do not enter into any contract without hiring a lawyer. No savvy
American businessperson would dream of signing a contract before
consulting a lawyer.
• It is very important in written communication to spell names
correctly and have correct titles. If you are unsure of these, call the
person's assistant to get the correct spelling and title
• Keep appointments once they are made. You may not get a second
chance if you do not.
• Being "on time" in business situations generally means being about
five minutes early. Five minutes late is acceptable with a brief
apology. Ten to fifteen minutes late requires a phone call to warn of
the delay and to apologize.
• Meetings are generally informal and relaxed in manner, but serious
• Participation is expected in meetings. A quiet person may be viewed
as not prepared or as having nothing important to contribute.
• Generally, there is one negotiation leader who has the authority to
make decisions. Team negotiations are rare. Americans may begin
negotiations with unacceptable conditions or demands. They are
usually taking a starting position that gives them room to bargain
• Americans are very comfortable picking up the telephone and
immediately conducting business with someone they have never
met and perhaps never will meet.
Gift Giving Etiquette of USA
Business gifts are often presented after the deal is
closed. In most situations, gifts are usually
unwrapped immediately and shown to all
In many cases, the best gifts are those that come
from your country.
In general, Americans give gifts for birthdays,
anniversaries and major holidays, such as Christmas.
A gift can be as simple as a card and personal note
to something more elaborate for a person with
whom you are close.
Gift giving is not an elaborate event, except at
When invited to someone's home for dinner, it is
polite to bring a small box of good chocolates, a
bottle of wine, a potted plant or flowers for the
Gifts are normally opened when received.
Dining Etiquette of
USA• In a business setting the person extending the invitation
to a meal pays for it.
• The fork is held in the left hand, tines facing down. The
knife is held in the right hand. After cutting the food, the
knife is laid down and the fork is switched to the right
hand to eat the cut food. Continental style (where the
fork stays in the left hand to eat the cut food) is perfectly
• Your napkin should be placed on your lap shortly after
you are seated and kept on your lap at all times during
the meal. Do not tuck your napkin under your chin.
• Raise your hand or index finger and make eye contact to
signal a server.
• Do not be late for a dinner party. Arrive within 5 to 15
minutes after the time on the invitation. Never arrive
before the time you were invited. If you are going to be
more than 15 minutes late, phone your hosts and
• Never begin eating until everyone is served and your
hosts have begun.
• Do not be afraid of hurting someone's feelings by
responding "no" to an invitation. People will be offended
if you say you will attend and then do not come.
• Americans tend to eat more quickly than people from
other countries. Dining in the United States is seldom the
long, lingering event it is in much of the world. The point
is more often to eat rather than socialize and savor the
• Organizations/Company must understand
• Organizations must be culturally literate in order
to avoid misunderstanding.
• In simple terms, if you are aware of the
customer’s cultural background, then you will
be able to adopt better and more suitable
advertising methods and beneficial market.
• Before launching a marketing campaign, always
conduct research to become aware of your
target audience since customer demand,
decision making, gender views and ideologies
greatly vary in cultures.
• The U.S. market is diverse in consumer
tastes and has a range of income levels,
thus permitting success for a wide variety
of goods and services. How we look upon
and judge the lifestyle and workplace of
other cultures depends on how we view
the world from our own cultural
• So, if you are going to start any business or
negotiation with a different culture, be
sure to investigate and learn how one does
business in that country, and, even more
important, what one should never do.
What for your culture might be something
of good taste, might be considered an
offense by other cultures.