Informational Report: Bringing Snapple to Italy
To: Dr Pepper Snapple Group
From: Robin Hansen, Blake Bowen, Rachel Scott, Bradin Hanson
Date: April 19, 2013
Subject: Italy Informational Report
COMBATTING COMMUNICATION BARRIERS BETWEEN ITALY & AMERICA
Relationships are highly valued in Europe, especially for Italians. In order to build a business relationship, some cultural understanding must be acquired to combat the differences between Italian and American business people. For this reason, it is good to understand these four aspects: (1) how to build a relationship with an Italian; (2) what the best ways are to advertise in Italy; (3) where the country’s current economic landscape stands; (4) what kind of current events affect business relations.
Relationships with Italians
Before focusing on the time spent outside of business meetings in various Italian activities to build relationships, it is important to get there first by understanding how to get started.
Business Communication
The business procedure for aligning a meeting with Italians is to make an appointment a written letter in Italian two to three weeks in advance. Next, reconfirm the meeting by telephone, also in Italian. To be prepared for the actual meeting, all business materials should be printed in both English and Italian. If not fluent in Italian, an interpreter should be hired as well. A third party may get involved to make an introduction which would aid in creating a solid platform to work from.
Building Relationships
Guided by first impressions, Italians use their intuition to make judgments very quickly on either apparel or body language. To begin a nice handshake, direct eye contact, and a smile are good first steps for a first impression. Once a relationship has been developed, the usual greeting becomes air-kissing on both cheeks, starting with the left. A pat on the back between men becomes acceptable too. Friendly or business-like conversations may include topics such as soccer, Italian art or
From: Robin Hansen, Blake Bowen, Rachel Scott, Bradin Hanson
Date: April 19, 2013
Subject: Italy Informational Report
COMBATTING COMMUNICATION BARRIERS BETWEEN ITALY & AMERICA
Relationships are highly valued in Europe, especially for Italians. In order to build a business relationship, some cultural understanding must be acquired to combat the differences between Italian and American business people. For this reason, it is good to understand these four aspects: (1) how to build a relationship with an Italian; (2) what the best ways are to advertise in Italy; (3) where the country’s current economic landscape stands; (4) what kind of current events affect business relations.
Relationships with Italians
Before focusing on the time spent outside of business meetings in various Italian activities to build relationships, it is important to get there first by understanding how to get started.
Business Communication
The business procedure for aligning a meeting with Italians is to make an appointment a written letter in Italian two to three weeks in advance. Next, reconfirm the meeting by telephone, also in Italian. To be prepared for the actual meeting, all business materials should be printed in both English and Italian. If not fluent in Italian, an interpreter should be hired as well. A third party may get involved to make an introduction which would aid in creating a solid platform to work from.
Building Relationships
Guided by first impressions, Italians use their intuition to make judgments very quickly on either apparel or body language. To begin a nice handshake, direct eye contact, and a smile are good first steps for a first impression. Once a relationship has been developed, the usual greeting becomes air-kissing on both cheeks, starting with the left. A pat on the back between men becomes acceptable too. Friendly or business-like conversations may include topics such as soccer, Italian art or
Cited: Executive Planet. (2010, May 10). Italy: Conversation. Retrieved April 12, 2013, from Executive Planet: http://www.executiveplanet.com/index.php?title=Italy:_Conversation International Living Italy Mag. (2009, March 06). Sex discrimination continuing problem for Italian women. Retrieved April 12, 2013, from Italy Mag: http://www.italymag.co.uk/italy/politics/sex-discrimination-continuing-problem-italian-women Italy Joy, O. (2013, February 22). Berlusconi renaissance would be 'disaster ' for Italian economy. Retrieved April 17, 2013, from CNN: http://edition.cnn.com/2013/02/22/business/italian-elections-letta-berlusconi La Bavisela Maroto, J., & Bortoli, M. D. (n.d.). Colours Across Cultures: Translating Colours in Interactive Marketing Communications. Retrieved April 9, 2013, from Global Propaganda: http://globalpropaganda.com/articles/TranslatingColours.pdf Mauldwin, J Morrison, T., & Conaway, W. A. (2007). Kiss, bow, or shake hands europe: how to do business in 25 european countries. Avon, MA: Adams Media. Murri, D. (2013, April 7). Italy. (B. B. Bowen, Interviewer) Tomalin, B., & Nicks, M Venicemarathon Club. (2013). Venice Marathon. Retrieved April 13, 2013, from Venice Marathon: http://www.venicemarathon.it/index.php/en/