Export
Issue No. 30 - August/September 2006
Talking about the American dream
International Business Week 2006
With more than 300 million high-performance consumers who speak English, the USA is an attractive target for Australian exporters. It would seem there are few complications involved in moving goods to a land with no language and few legal problems, but there is surprising room for misunderstanding.
That's before you get to the cut-throat competition.
"Our tendency, because we all speak the same language, is to make the assumption that Americans are like Australians but fundamentally they're not. You can be misled that there are no cultural challenges," says session moderator, Kate Costello of management advisory firm, Governance Matters.
"For instance, the American tendency to get lawyers involved very early can make you feel like you're 'up against it' when actually you're not."
Kate says the US market tends to be insular because local economic activity is so fast-paced and rich there's little need to look externally for something like IT service provision.
US firms tend to prefer service providers who offer support on the ground in their market, not a virtual presence operating from overseas.
The difference of corporate structures can cause problems. In Australia senior management is quite accessible but in the US it's harder to reach decision makers. The notion of following up sales calls is critical.
Panel member and US expatriate Michael 'Mick' O'Rourke will bring his experience of business...
