Small Business Today Magazine JUN 2014 MASTERWORD SERVICES INC | Page 18
EDITORIALFEATURE
Differences Due to Globalization:
Multiculturalism as a Goal
for Life and an Aid to Business
By Ludmila (Mila) Rusakova Golovine
H
umankind has never lived in such a fast-paced, accessible
world. A person can get on a plane and within 24 hours
be anywhere around the globe. Similarly, access to information has never been as easy or as fast as it is today. The
Internet allows people to communicate from various countries in
real time and at a relatively low cost. Concurrently, governments
have been breaking down trade barriers and reducing impediments to foreign investments for the last few decades. All of
these factors have culminated in the phenomenon that is now
commonly referred to as globalization. This phenomenon has
dramatic implications not just for business but also for personal
growth and well-being.
In the past, when the Internet was non-existent and trade was
more restricted by national interests, an individual did not have to
worry about being multicultural. In fact, government and society
stressed conformity. Bear in mind that for the last two hundred
years the prevailing model of civilization has been the nation-state,
a geographically delineated area inhabited by a group with a common language and culture. While nation-states are still the norm
and the vast majority of countries stress official languages, the
eased flow of communication has facilitated cross-cultural contact as well as international business opportunities. Nevertheless,
in order to take full advantage of these new opportunities for
contacts and business, the individual must step out of his or her
comfort zone.
The major impediment to becoming multicultural is ethnocentrism. This concept is an individual’s natural way of viewing the
world from the point of view of his or her own culture. The
obvious dilemma is: “How does one become multicultural having
grown up in an ethnocentric environment?” While it does take
hard work and patience, this goal is not that difficult to attain. All
that is necessary is to have an open mind, a willingness to learn,
and a desire to respect the differences between cultures.
As mentioned previously, the Internet is an excellent source of
information. That does not mean that there is not false information on the web; however there are reputable news sites on the
Internet which are excellent sources of staying abreast of what
is going on in the world. Sadly, most Americans do not keep up
with world news or they sporadically catch bits and pieces of it.
When encountering a person from a different culture, an individual can make quite an impression just by being informed on
16 SMALL BUSINESS TODAY MAGAZINE [ JUNE 2014 ]
world affairs. While in American culture enthusiasm is respected,
comprehension is appreciated much more in most other cultures.
If you can demonstrate that you are informed about the world,
you can gain great respect from your foreign peers.
Taking a language class is another excellent way to become multicultural. Bear in mind that language is more than just words or
ideas. It is an expression of mentality. Moreover, it reflects how the
speaker views the world and how the language has been impacted
by the culture’s history. In short, language is the ultimate key to
unlocking the secrets of a culture. In addition, once an individual
is able to say even a few words of another person’s language, the
latter becomes extremely impressed and even grateful that the
individual took the time to investigate their culture so deeply.
Traveling is an excellent means of becoming multicultural.
Nothing grants authenticity to a speaker like the words “I saw”
or “When I was there.” It means so much more than simply
“I heard” or “I read.” In addition, traveling to a different country
can introduce an individual not just to the mentality but also to
the way of life of another culture. Here again, people of another
culture respect those who have been to their country and experienced their way of life. It is almost as though they think,“You are
one of us now.” Also, do not forget that traveling is fun. Becoming
multicultural is not supposed to be drudgery.
The final question is:“How does something that is so seemingly
personal aid in business?” The answer is: “Immeasurably”. For
most of the world, personal relationships are more important in
business decisions than the initial terms of a prospective venture.
Consequently, in the beginning of a negotiation with a foreign
delegation they will spend more time getting to know the person
with whom they want to do business than actually talking about
the details of a deal. It is at this point where an individual can
truly demonstrate his or her cultural knowledge. The impression
that is left not only reflects on the individual but the company as
a whole. Therefore, if you can display that you are multicultural,
your business will be perceived as multicultural as well.
As a graduate of the Wolff Center for Entrepreneurship at the University of Houston,
Ludmila (Mila) Rusakova Golovine, Founder, CEO, and President of MasterWord
Services, Inc., started her company with a vision of seamlessly connecting people
across any language, any time, and any culture. Mila can be reached by email at
[email protected], by phone at 281-589-0810, or visit her website at
www.masterword.com.