{"id":558,"date":"2008-02-06T21:54:34","date_gmt":"2008-02-06T21:54:34","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=558"},"modified":"2020-09-18T14:37:12","modified_gmt":"2020-09-18T12:37:12","slug":"adaptation-culturelle-entreprises","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2008\/02\/06\/adaptation-culturelle-entreprises\/","title":{"rendered":"L&rsquo;adaptation culturelle reste un challenge pour les Entreprises mondiales."},"content":{"rendered":"<p align=\"justify\"><em>L\u00b4adaptation culturelle reste un challenge pour les Entreprises mondiales. Cela fait maintenant presque 3 ans que je vis et travaille en Nordrhein-Westfalen (<a href=\"http:\/\/decouverteallemagne.free.fr\/pages\/westpha.htm\" target=\"_blank\" rel=\"noopener noreferrer\">La Rh\u00e9nanie du Nord \/Westphalie<\/a>) \u2013 <a href=\"https:\/\/visionarymarketing.com\/fr\/2018\/12\/e-commerce-allemagne\/\">Allemagne<\/a>. Aujourd\u00b4hui je peux l\u00b4avouer, j\u00b4y suis parti avec beaucoup de pr\u00e9jug\u00e9s sur le pays, sur les habitants et sur la culture. Il est vrai que le principal partenaire \u00e9conomique de la France est tr\u00e8s mal connu.<\/em><\/p>\n<p align=\"justify\">Malgr\u00e9 la proximit\u00e9, les diff\u00e9rences culturelles existent bien, et sont \u00e0 prendre en compte lors de relations commerciales. L&rsquo;adaptation culturelle n&rsquo;est donc pas \u00a0une option. Les sp\u00e9cificit\u00e9s de ce champion de l\u00b4exportation sont bonnes \u00e0 conna\u00eetre si l\u00b4on doit manager des \u00e9quipes Alllemandes, ou si l\u00b4on a l\u00b4ambition de d\u00e9velopper du business en Allemagne. Je vous propose quelques une des diff\u00e9rences cl\u00e9s \u00e0 conna\u00eetre.<\/p>\n<h2 align=\"justify\">L\u00b4Allemagne, ce partenaire \u00e9conomique m\u00e9connu<\/h2>\n<figure id=\"attachment_56902\" aria-describedby=\"caption-attachment-56902\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/18496403178_b53b80f92d_c.jpg\"><img decoding=\"async\" class=\"wp-image-56902 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/18496403178_b53b80f92d_c.jpg\" alt=\"L\u00b4adaptation culturelle reste un challenge pour les Entreprises mondiales\" width=\"520\" height=\"342\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/18496403178_b53b80f92d_c.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/18496403178_b53b80f92d_c-456x300.jpg 456w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-56902\" class=\"wp-caption-text\">L\u00b4adaptation culturelle reste un challenge pour les Entreprises mondiales<\/figcaption><\/figure>\n<h3>L\u00b4adaptation culturelle reste un challenge pour les Entreprises mondiales.<\/h3>\n<p>La mondialisation des \u00e9changes apporte de magnifiques opportunit\u00e9s aux Entreprises, mais \u00e9galement de formidables challenges. L\u00b4uniformisation de certains aspects de la vie quotidienne\u00a0comme par exemple le cin\u00e9ma (qui est format\u00e9 par Hollywood) ou\u00a0la restauration\u00a0(<a href=\"https:\/\/www.mcdonalds.fr\/?gclid=CMqey8ej8usCFdiNGwodSt4MEQ&amp;gclsrc=ds\" target=\"_blank\" rel=\"noopener noreferrer\">Mac-Donalds<\/a> et autres), ne gomme pas les diff\u00e9rences entre les cultures. La globalisation ne semble pas entra\u00eener d\u00b4uniformisation des cultures.<!--more--><\/p>\n<p>De mon point de vue, l\u00b4effet contraire se produit. Les peuples tiennent \u00e0 leur culture, et alimentent une contre r\u00e9action pour sauver\u00a0leurs racines. Face \u00e0 la force des marques internationales, face \u00e0 la puissance de multi-nationales, le consommateur local veut marquer sa diff\u00e9rence. Il veut continuer \u00e0 faire ses choix en fonction de sa culture et de son histoire. Il marque son appartenance \u00e0\u00a0un r\u00e9seau local historique et culturel (sa r\u00e9gion, sa patrie, son ethnie, &#8230;). Bien s\u00fbr, la r\u00e9ussite de cette d\u00e9fense de l\u00b4idendit\u00e9 d\u00e9pend de la force de cette culture.<\/p>\n<p><u>Quelques exemples de concr\u00e9tisation de cette revendication sont r\u00e9guli\u00e8rement\u00a0comment\u00e9s dans la presse\u00a0:<\/u><\/p>\n<ul>\n<li><a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/www.monde-diplomatique.fr\/2007\/12\/AYMERICH\/15443\">Le peuple Catalan<\/a> qui veut\u00a0plus d\u00b4autonomie (voir d\u00b4ind\u00e9pendance)\u00a0vis \u00e0 vis du gouvernement Espagnol.<\/li>\n<li><a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/www.chine-informations.com\/actualite\/danone-a-t-il-vu-trop-grand-en-chine_8350.html\">La Soci\u00e9t\u00e9 Wahama<\/a> (Chine) qui utilise l\u00b4argument patriotique\u00a0contre son partenaire Danone sur le march\u00e9 Chinois.<\/li>\n<li><a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/fr.wikipedia.org\/wiki\/Probl%C3%A8mes_communautaires_en_Belgique\">La Belgique<\/a> qui vit depuis son ind\u00e9pendance en 1830 une opposition entre Flamands et\u00a0Wallons. Opposition qui est exacerb\u00e9e ces derniers mois.<\/li>\n<\/ul>\n<p>L&rsquo;adaptation culturelle est essentielle pour\u00a0l\u00b4Entreprise, si elle veut s\u00b4implanter, se d\u00e9velopper hors de son pays d\u00b4origine. C\u00b4est pourquoi elle est en constante recherche de comp\u00e9tences qui lui permettront de comprendre, de s\u00b4adapter \u00e0 ces contraintes.\u00a0Cette adaptation culturelle est n\u00e9cessaire car ces\u00a0contraintes affectent\u00a0:<\/p>\n<p><u>Les relations commerciales\u00a0:<\/u><\/p>\n<ul>\n<li>Comment d\u00e9velopper les relations avec mon partenaire \u00e9tranger\u00a0? Qu\u00b4est ce que je ne dois surtout pas faire au risque de choquer mon partenaire\u00a0? Qu\u00b4est ce que mon partenaire attend de moi lors de nos rencontres\u00a0? Comment interpr\u00e9ter les r\u00e9ponses de mon partenaire lors de n\u00e9gociations\u00a0? &#8230;<\/li>\n<\/ul>\n<p><u>Le marketing et le Branding\u00a0:<\/u><\/p>\n<ul>\n<li>Comment adapter mon positionnement pour atteindre le segment cible\u00a0? Comment pr\u00e9senter mon Entreprise, o\u00f9 localiser le Head Office\u00a0pour que cela colle avec l\u00b4image que je veux v\u00e9hiculer ? Quel message v\u00e9hiculer\u00a0? Comment adapter mon produit aux go\u00fbts locaux\u00a0? &#8230;<\/li>\n<\/ul>\n<p><u>Les localisations et le\u00a0management\u00a0:<\/u><\/p>\n<ul>\n<li>Comment g\u00e9rer une \u00e9quipe de culture \u00e9loign\u00e9e\u00a0? Quel comportement, l\u00b4\u00e9quipe attend de moi\u00a0: Management directif our\u00a0collaboratif\u00a0? Quelles type de responsabilit\u00e9s localiser\u00a0? Quelles sont les qualit\u00e9s appr\u00e9ci\u00e9es, recherch\u00e9es\u00a0localement\u00a0? \u2026<\/li>\n<\/ul>\n<p><u>Le networking et l\u00b4int\u00e9gration dans la soci\u00e9t\u00e9\u00a0:<\/u><\/p>\n<ul>\n<li>Comment d\u00e9velopper des relations avec des \u00e9trangers\u00a0? Quels sont les sujets \u00e0 ne\u00a0pas discuter\u00a0? Quelle est l\u00b4image locale de ma propre culture\u00a0? Comment ne pas appara\u00eetre trop agressif (voir colonialiste)\u00a0?<\/li>\n<\/ul>\n<p>Pourtant, l\u00b4expansion g\u00e9ographique des Entreprises n\u00b4est pas un ph\u00e9nom\u00e8ne nouveau. Il existe des multi-nationales depuis des d\u00e9cennies. Alors pourquoi serait-ce\u00a0une pr\u00e9occupation\u00a0plus critique aujourd\u00b4hui que par le pass\u00e9\u00a0?<\/p>\n<p><u>A mes yeux, il y a plusieurs r\u00e9ponses \u00e0 cette question\u00a0:<\/u><\/p>\n<ul>\n<li>L\u00b4information circule \u00e0 la vitesse de la lumi\u00e8re presque partout sur le globe. Toute erreur peut \u00eatre imm\u00e9diatement relay\u00e9e \u00e0 travers le monde. Les cons\u00e9quences peuvent \u00eatre tr\u00e8s rapidement d\u00e9sastreuses. Dans le pass\u00e9, un \u00e9chec\u00a0commercial\u00a0sur un march\u00e9 local pouvait rester confidentiel. Plus maintenant, c\u00b4est pourquoi une attention particuli\u00e8re \u00e0 ces aspects est primordial.<\/li>\n<\/ul>\n<ul>\n<li>Les grands pays relais de croissance (Chine, Inde, \u2026) ont des cultures extr\u00eamement riches\u00a0et diff\u00e9rentes des occidentaux. Ces pays ont su d\u00e9velopper des comp\u00e9tences propres de haut niveau. Les sources d\u00b4incompr\u00e9hensions et de litiges sont multipli\u00e9es.<\/li>\n<\/ul>\n<ul>\n<li>Le monde global d\u00b4aujourd\u00b4hui est multi-polaire. Chaque r\u00e9gion s\u00b4organise pour d\u00e9fendre ses int\u00e9r\u00eats politiques, \u00e9conomiques, et peser dans la prise de d\u00e9cisions internationales (NAFTA, <a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/europa.eu\/index_fr.htm\">Europe<\/a>, <a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/www.aseansec.org\/\">ASEAN<\/a>, \u2026). Ces positionnements politiques ont forc\u00e9ment des impacts sur la vision que les citoyens ont de la nationalit\u00e9\u00a0de l\u00b4Entreprise. Cette vision politico-culturelle par le citoyen de l\u00b4Entreprise\u00a0doit \u00eatre prise en compte pour la d\u00e9finition de sa strat\u00e9gie locale.<\/li>\n<\/ul>\n<p>J\u00b4ai d\u00e9couvert une exposition qui a eu lieu de mai \u00e0 juin 2007 au Minist\u00e8re des affaires \u00e9trang\u00e8res Allemand \u00e0 Berlin, qui illustre bien les diff\u00e9rences que l\u00b4Entreprise doit prendre en compte. Cette exposition des oeuvres de\u00a0Madame\u00a0<a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/www.yangliudesign.com\/\">Yang Liu<\/a>\u00a0(Citoyenne Chinoise), met en avant les diff\u00e9rences culturelles entre Chinois (image rouge) et Allemands (image bleue).<\/p>\n<p><u>Voici quelques illustrations choisies :<br \/>\n<\/u><\/p>\n<p>Comment se fait-on une opinion\u00a0?<br \/>\n<a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/485f295df9ee8c3538e46a77b7b6b523.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-56909\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/485f295df9ee8c3538e46a77b7b6b523.jpg\" alt=\"L'adaptation culturelle reste un challenge pour les Entreprises mondiales.\" width=\"174\" height=\"89\" \/><\/a><br \/>\nTypologie des r\u00e9seaux sociaux\u00a0?<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/05390e199e73c7c43891f570582eee2c.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-56908 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/05390e199e73c7c43891f570582eee2c.jpg\" alt=\"L'adaptation culturelle reste un challenge pour les Entreprises mondiales.\" width=\"150\" height=\"76\" \/><\/a><\/p>\n<p style=\"text-align: left;\">R\u00e9solution des probl\u00e8mes\u00a0?<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/260a5c360cc47456d85da327817c44e1.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-56907 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/260a5c360cc47456d85da327817c44e1.jpg\" alt=\"L'adaptation culturelle reste un challenge pour les Entreprises mondiales.\" width=\"150\" height=\"76\" \/><\/a><\/p>\n<ul>\n<li><\/li>\n<\/ul>\n<p>Vision du chef\u00a0?<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/87e65fb4981bd808441a6519cc1c4581.jpg\"><img decoding=\"async\" class=\"size-full wp-image-56906 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/87e65fb4981bd808441a6519cc1c4581.jpg\" alt=\"\" width=\"150\" height=\"76\" \/><\/a>Gestion de la nouveaut\u00e9\u00a0?<\/p>\n<ul>\n<li><\/li>\n<\/ul>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/89de302e2dd88f1cddf5d7f86c6c3671.jpg\"><img decoding=\"async\" class=\"size-full wp-image-56905 aligncenter\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2008\/02\/89de302e2dd88f1cddf5d7f86c6c3671.jpg\" alt=\"\" width=\"150\" height=\"76\" \/><\/a><\/p>\n<p>Nous pouvons facilement nous identifier aux cases bleues, et appr\u00e9hender les difficult\u00e9s que l\u00b4Entreprise en tant qu\u00b4organisation (que r\u00e9seaux) d\u00b4\u00eatres humains doit r\u00e9soudre.<\/p>\n<p>Vous trouverez la totalit\u00e9 des posters de Madame Yang Liu sur le\u00a0Web site Chine-informations.<\/p>\n<p>&nbsp;<\/p>\n<p>N\u00b4hesitez pas \u00e0 faire vos commentaires\u00a0ou \u00e0 me contacter\u00a0sur <a href=\"https:\/\/web.archive.org\/web\/20120120095405\/http:\/\/www.viadeo.com\/fr\/profile\/frederic.quaranta\">Viadeo<\/a>\u00a0pour \u00e9changer sur ce sujet.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u00b4adaptation culturelle reste un challenge pour les Entreprises mondiales. Cela fait maintenant presque 3 ans que je vis et travaille en Nordrhein-Westfalen (La Rh\u00e9nanie du Nord \/Westphalie) \u2013 Allemagne. Aujourd\u00b4hui je peux l\u00b4avouer, j\u00b4y suis parti avec beaucoup de pr\u00e9jug\u00e9s sur le pays, sur les habitants et sur la culture. Il est vrai que le &hellip;<\/p>\n","protected":false},"author":11,"featured_media":56902,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;adaptation culturelle reste un challenge pour les Entreprises mondiales.<\/title>\n<meta name=\"description\" content=\"L\u00b4 adaptation culturelle reste un d\u00e9fi pour les Entreprises. 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