Деловая культура - „Бизнес-ланч» журнала „Предприниматель“

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Советы начинающим предпринимателям  

„Бизнес-ланч» журнала „Предприниматель“ – истинно деловая встреча, разговор во время которой пойдет о различных аспектах международного менеджмента, а гастрономическая составляющая – за воображением ее организаторов.

 

Ах, бизнес ланч, ах, бизнес ланч! Как бы огорчился Томас Твайнинг  британский чаеторговец, узнай он, что теперь его идея используется многими ресторанами не по назначению, а лишь для привлечения населения отведать недорогой обед. С легкой руки сэра Твайнинга, который в 1706 г., в Лондоне, открыл свой магазин «Золотой лев»,  предприниматели начали назначать там деловые встречи и за обедом обсуждать свои проблемы. Кстати о магазинах. Томас Твайнинг, может быть, ни о каком маркетинге и не думал, а вот ближе к покупателю был, поэтому (по-человечески) рассудил верно - что «впустую»  дегустировать чай и кофе не очень-то интересно и начал подавать пирожные и легкие закуски. Так его магазин превратился, со временем, буквально в деловой центр. С годами эту идею поддержали и многие британские закрытые клубы. А с появлением на гастрономической сцене герцога Сэндвича с одноименным, как вы догадались, бутербродом – бизнес ланч занял прочное место в  деловом этикете.

Закон рынка: сколько бы  усилий не прикладывал менеджер и производитель – все они, в конечном итоге, сводятся к необходимости более тонкого понимания запросов потребителя или партнера. Освоение зарубежного рынка, как впрочем и своего собственного, – это всегда компромисс в умах специалистов между использованием хорошо отлаженной стратегии управления и необходимостью адаптироваться к новым условиям, в которые попадает фирма: отношению ко времени, контрактам, коммуникациям, отличному от вашего «здравому смыслу», юмору… Если ваша цель, например, завоевать один из сегментов рынка в Японии за пять лет, начиная с нуля - вы можете добиться успеха, но если (учитывая нашу национальную черту «запрягать быстро») вы захотите достичь того же самого в течении 2-х лет, то любой эксперт вам скажет, что вы обманываете самого себя. В Японии, быстрая смена поставщика происходит редко, и любая успешная коммерческая деятельность требует длительных усилий. Не любят торопиться и немцы. Они тщательно выверяют свои планы, проверяя каждый шаг, и подписывают контракт, когда вам кажется, что этого уже никогда не произойдет. А вот американцы более склонны к риску и готовы корректировать свои планы по мере «поступления проблем».

Практика освоения зарубежных рынков убеждает, что без осознанного внимания к различию национальных культур трудно предвидеть возникновение конфликтов, которые снижают степень взаимного доверия, как с потенциальным покупателем, так и партнером. Именно национальная  и деловая культуры стран Европейского Союза, Америки, Японии, Китая; особенности коммуникаций и ведения переговоров с иностранным партнером станет предметом обсуждения во время нашего «Бизнес ланча». Присоединяйтесь, поделитесь своим опытом. Будем  вам рады.

                                         Д-р Светлана Орлова,  директор международных программ IALS, Германия


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