Intercultural Competence
Words, gestures, facial expressions, and behavioral patterns can be interpreted quite differently – sometimes with diametrically opposite meanings – by different cultures. For instance, a person who is "irritiert" in German will not be "irritated" in English, but simply "confused"; having coffee after lunch in Japan or giving an approving thumbs-up sign in Saudi Arabia might meet with an unpleasant reaction.

Acquiring intercultural competence is not only important for people. Products also have to meet standards acceptable to the society in which they are being marketed. Good examples of this are the story of a renowned maker of athletic shoes whose logo resembled the Arabic letters for Allah; or the mascot of a fast-food chain in Japan whose facial color symbolized death and was consequently feared by children; or the major food corporation that exported baking powder into a region where ovens were not in common use.

Whether with regard to your product, your services or your personal engagement in other cultures, the Allround Team can provide you with all the necessary details.