Businesswomen still find cultural barriers abound

More women are involved in international business than ever before, but stereotypes and cultural barriers still exist, according to one businesswoman and international business expert.

In many foreign cultures, a woman has a “life cycle”: she gets married, has children and cares for her children and husband, according to Tracey Wilen-Daugenti, managing director for the Internet Business Solutions Higher Education practice at Cisco Systems Inc. Wilen-Daugenti was one of the speakers at Bryant University’s eighth annual Women’s Summit, “Strategies for Success,” on March 16.

“A lot of times when traveling, women get questions about their life cycle,” she said. “If they’re single, people ask, ‘Why aren’t you married?’ If they’re married, they ask, ‘Why don’t you have children,’ and if they have children they’re asked, ‘Why aren’t you at home caring for your family?’”

Wilen-Daugenti’s workshop session, “Women and International Business: Myths and Realities in Creating Success,” shared her and other female colleagues’ experiences and provided suggestions for dealing with different cultures when traveling.

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“More women are commuting for business, like on day trips to Paris,” Wilen-Daugenti said. “Lots of them are in dual-income households, and a lot more women are traveling at all levels because most businesses now have an international component. It’s not just international corporations; it’s manufacturers and it’s at all levels.”

Some of the myths associated with women and international business is that they’re not interested in it, or that they don’t like to travel, she said. Another well-circulated myth is that women are not credible in international business situations based on perceptions of them in other countries.

“Women walk in with a credibility difference that they didn’t ask for and didn’t project,” Wilen-Daugenti said.

One colleague was a team leader working with a Brazil division, and the Brazil general manager at the last minute decided to sit in on the meeting. Because he had not met the woman beforehand, he searched for the “tallest and whitest guy” in the room and began directing questions to him, assuming he was the team leader.

“Prepare people in advance on who you are,” she said. Make introductions by senior staff; make sure your title, role and importance are known beforehand; send a bio and picture; and be sure to establish team roles, Wilen-Daugenti said. When you get to the meeting, do introductions and hand out business cards that clearly identify your title.

Chauvinism and sexism are other common denominators in international travel for women, she said, something which Wilen-Daugenti has experienced firsthand.

Businesswomen who encounter this must remain calm, and not take it personally.

“Develop answers and responses that are professional, and develop a Teflon coat,” she said. “Resist the urge to tell them off, which sometimes you’re tempted to do.”

Some of the common elements of international business, for both men and women have to do with cultural dimensions, hierarchy, communication and gifts.

Individualism – which focuses on one person representing a company – is a business culture common to the United States, United Kingdom and Australia. The one person should be able to represent the rest of the company, Wilen-Daugenti said. Collectivism, which focuses more on the group and long-term goals and relationships, is a business culture prized by Asian countries like Japan, she said. Bringing the two together is often difficult.

“Ask in advance who is coming to the meeting,” she said. “It will be awkward if there’s one of you and 12 of them.” Match rank and title, send an agenda before the meeting, have a separate room for side discussions, and don’t expect immediate decisions.

When giving gifts, do some research, Wilen-Daugenti said. When she worked for Apple, the company sent an Asian manufacturer a box of T-shirts with the popular apple on the front. The foreign company thought they were uniforms because they were not wrapped and packaged as gifts, she said. Colors, timing and the gift itself can have good or bad meanings. Women should stay away from any gift that could be romantically construed, like flowers or even clothing.

Communication is also something a traveling businessperson should research.

“Americans assume English is spoken globally and it’s not,” Wilen-Daugenti said. “It’s the third-most spoken language. Check to see if a group prefers English or their local language, consider using a translator and if using English, speak slowly and avoid jargon,” she said.

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