Global export challenge warning for South West businesses

11 December 2008

The South West must meet global export challenges head on with improved world class communications using effective language and cultural awareness skills, warned two West Country experts at the International Trade Forum in Bristol this week.

from left: Peter Sissons, broadcaster; Professor Peter Gold, RLN SW West of England; Neil Payne, Kwintessential; Susan Roe, RLN SW West of England

The prestigious event on 9 December sought answers for increased business opportunities worldwide, notably China.

The event’s Question Time panel led by broadcaster Peter Sissons included Professor Peter Gold of the Regional Language Network South West (RLN SW) based at the University of the West of England. RLN SW helps businesses in the region overcome language and cultural barriers.

Effective intercultural communications are seen as a must to open doors to export opportunities for South West businesses wishing to succeed in overseas markets.

Professor Gold told delegates: “It is crucial to understand the main differences in business cultures. People must observe conventions, especially in China and understand the significance of the way business is done. Business opportunities can easily be missed by not being culturally aware. Professional linguist input is essential for websites, product literature and interpreting, but your own 'meet and greet' foreign language skills can make an important contribution to securing a sale."

The language and culture theme in doing business abroad was re-iterated with a ten question Cultural Quiz, organised by Somerset based Kwintessential, sponsor of RLN SW at the Bristol International Trade Forum.

Neil Payne of Kwintessential, a leading provide of cross cultural solutions said: “It’s important that the South West realises its potential in the current economic downturn. Opportunities still exist as global economies are nowadays completely entwined. However, inter cultural awareness is increasingly recognised as the critical element for success on the international stage. That is why we are pleased to support RLN SW in getting this message across at Bristol’s ITF.”

 

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