BUILDING AN INTERNATIONAL COMPANY WITHOUT LOSING CULTURAL IDENTITY

Written by: Pavel Yurovitskiy, CEO of KIT Global

International expansion of organizations not only brings opportunities but also challenges. They need to preserve their cultural identity across borders as well. Maintaining a multicultural business and staying true to core values, requires management of various languages, customers and business norms.

Why cultural identity matters

The cultural identity of an organization is beyond its tagline, it is their backbone. Customer relationships, employee engagement and decision making are all influenced by these core values. Even in the presence of diverse markets, they should maintain their sense of identity to establish cohesion and trust, internally and externally.

Challenges in global expansion

When new markets are being explored, there are unique business practices and expectations that are to be adapted. A flexible approach is needed that does not compromise core values since what works in one nation may not work in the other. A recent Edelman Trust Barometer research suggests, 64% of consumers stated that a brand was trusted much more if their cultural values were embedded within their operations throughout the global arena. There are significant differences amongst communication styles, workplace culture and local hiring practices. Hence, a one-size-fits-all strategy can not be implemented. The expansion should be tailor made which integrates the local distinctions but also maintains the identity of the organization.

Strategies for preserving cultural identity

1. Define and communicate core values
   A guiding framework is necessary to articulate the values of the organization throughout the various regions. These values need to be implemented throughout the daily activities, making sure it is understood by all team members even if implementation is different for each region.
2. Encourage local adaptation within a global framework
   Local preferences and customs are respected by empowering the regional teams to personalize strategies based on the global framework. In this manner, the brand ethos is maintained and each market can locally resonate. For example, in each region, the communication style may be different, but it would align with the broader identity, establishing a seamless brand experience throughout nations.
3. Build a multicultural team for diverse perspectives
   When talent is hired from different backgrounds, innovation is enhanced and cultural divides are linked. McKinsey carried out a research, where outcomes suggested that organizations that have an ethnically diverse workforce had a 36% higher profitability level as compared to their competitors. Through a multicultural team, one can effectively understand and adapt to the various markets. Their unique perceptions allow us to resolve issues and connect with clients in a manner that would not be possible with homogenous teams.
4. Foster an Inclusive Environment
   Inclusivity should be considered a core practice and not just a policy. Cultural events should be celebrated, encourage open communication and carry out cross-cultural training to help all employees feel empowered and valued without considering the location. The inclusion helps the team maintain their identity and become cohesive and aligned.
5. Use technology for consistent communication
   For a global organization, communication is the foundation for a unified and strong culture. With the help of technology, it is possible to carry out real-time communication across borders and align all teams on one platform. Collaboration plays an important role in making sure the employees are a part of the organization, regardless of location.

Benefits of a multicultural company

There are various benefits of creating a multicultural organization. Diverse perceptions enhance problem solving and innovation, helping to create solutions that are applicable globally. According to a research carried out by Deloitte, in the market, inclusive organizations are 1.7 times more likely to become innovative leaders. Preservation of cultural identity also leads to the establishment of customer trust, reinforcing the reputation throughout the markets. Strong credibility is developed by staying true to values and allows companies to compete and succeed on an international level.

Actionable advice for businesses expanding internationally

1. Research culture thoroughly: Before the new market is entered, its culture should be understood and strategies to be tailored according to their local customs.
2. Empower local leaders: The regional leaders are aware of the local culture and can help resonate locally to implement the mission.
3. Reinforce core values regularly: Values should be reminded of consistently to make sure the employees remain aligned with the identity of the company.
4. Celebrate cultural differences: Differences should be perceived as opportunities so that the brand can leverage this diversity and not consider it as an obstacle. This action develops perspective and appeal.

Conclusion

Continuous, deliberate effort is required to expand in the international market without losing cultural identity. The rewards, however, are invaluable. Success depends on staying true to core values while embracing local customs. As more organizations pursue international expansion, the importance of cultural identity grows. Flexibility, inclusivity, and identity are prioritized to create a multicultural company that thrives in both local and global markets.

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