Globalisation, the expansion of intercontinental trade, technological advances and the increase in the number of companies dealing on the international stage have brought about a dramatic change in the frequency, context and means by which people from different cultural backgrounds interact.

Within companies there are many facets in which cultural differences manifest. Some key areas which cross cultural consultants deal with include, but are not exclusive to, the following:

Cross Cultural HR: HR covers a wide range of business critical areas that need cross cultural analysis. Consultants may offer advice on a number of areas including recruitment, relocation, international assignments, staff retention and training programmes.

Cross Cultural Team-Building: in order to have a well functioning business unit within a company, communication is critical. Cross cultural consultants will provide tools and methods to promote staff integration, reduce cross cultural conflicts and build team spirit. This is essentially done through highlighting differences and building on strengths to ensure they are used positively.

Cross Cultural Synergy: international mergers, acquisitions and joint-ventures require people from different cultural backgrounds to harmonise in order to succeed. Cross cultural consultants counsel on group mechanics, communication styles, norms, values and integration processes.

Cross Cultural Awareness Training: working with colleagues, customers or clients from different cultural backgrounds, with different religions, values and etiquettes can occasionally lead to problems. Cross cultural awareness training is usually a generic introduction into a culture, country, region or religion. The aim is to equip the trainee with the adequate knowledge to deal comfortably with people from different cultures, avoiding misunderstandings and mistakes.

Cross Cultural Training for Expatriate Relocation: staff that travel overseas need to understand the cultural basics of the host country or region. Knowledge of the country’s history, culture, laws, traditions, business practices and social etiquettes all help to minimise the impact of culture shock and hence smooth their transition overseas.

Cross Cultural Negotiations: equipped with their knowledge of the two or more cultures that can be meeting around the negotiation table, a cross cultural consultant advises on areas such as negotiation strategies, styles, planning, closure and etiquette in order to increase the chance of a successful outcome, free from misunderstandings, suspicions and general cross cultural communication breakdown.

Cross Cultural PR Consultancy: brand image, public relations and advertising are all areas companies must be careful of when moving out of the national context. Tastes and values change dramatically from continent to continent. It is crucial to understand whether the brand name, image or advertising campaign is culturally applicable in the target country. Cross cultural consultants examine words, images, pictures, colours and symbols to ensure they fit well with the target culture.

Cross Cultural Language Training: Language training is an area where little investment is made by companies, but where the business advantages are great. Linguistic knowledge goes a long way in bridging cultural gaps and smoothing lines of communication. Cross cultural consultancies provide language training to business staff, moulding their learning to the business environment in which they work.