A stereotype is defined as an unvarying form or pattern, specifically a fixed or conventional notion or conception of a person, group, idea, etc., held by a number of people and allows for no individuality or critical judgement. (Webster’s New World Dictionary, 1998)
Stereotypes are representative of a society’s collective knowledge of customs, myths, religion, ideas and sciences (McCrea,Stangor and Hewstone)
Working with global clients and international cultures provides the opportunity to breakdown and destroy existing stereotypes. Global business encourages and forces a confrontation of cultures and preconceived ideas.
Successful international trade and business is all about marketing. Marketing your product, yourself, the organization, your country and customs. Changing fixed and conventional notions and beliefs.
Interactions with other countries and cultures will be successful when we create an atmosphere of trust, build enthusiasm and excitement, and project an image of the organization or product that appeals to, and will be embraced by the client.
In essence, we are breaking the old stereotypes and helping to create new ones.