Business Culture Intelligence

Fluency in a foreign culture means confidence, the ability to build profitable relationships and the capacity to negotiate effectively. American and European business cultures value different things — appreciating and accommodating the varied approaches is the difference between business success and failure.  International business fluency defines the difference between a successful international deal and an apologetic withdrawal.

Some of the many clients who have asked us to build their international fluency by way of executive coaching, workshops, roleplays and marketing strategy advice include:

Andersen Legal/Garretts. Advised this Thames Valley office of Arthur Andersen's in-house legal practice about how to do business with Americans.

British Phonographic Industry [BPI]. Developed and delivered "Working with Americans" workshop to members of this UK trade association.

Business Link for London. Designed and delivered marketing programmes for tourism, hospitality, creative industries, professional services.

Cadbury Confectionery. Conducted a study of the US market for low-calorie candy and chocolates. Carlsberg Brewing. Developed and ran 2 day in-company "Marketing Planning" workshops.

Converse. Developed pan-European marketing plan and budgets.

Denton Wilde Sapte Solicitors. Developing the US alliance strategy and approach for one of the UK's leading, oldest and most respected firms of solicitors.

Dept. of Trade & Industry/UK Giftware Association. Conducted in-depth analysis of the US giftware sector for potential SME giftware manufacturers and exporters to North America.

Digital Insight. Researched EU e-banking usage, patterns, market potential.

Dunkin' Donuts. Developed and ran marketing planning workshops to develop coffee bar concept in its EU stores.

Farnham Castle Centre for International Briefing. Developed and delivered workshop "Working with Americans."

G Neil Companies. Re-wrote the US-version of this office services and stationery mail-order catalogue for the UK market.

Hansen's Soft Drinks. Advised this niche Californian new-age beverage manufacturer about the UK soft drinks market and trends.

Hay Management Consultants. Developed the business development strategy for Hay's planned Hungarian foray.

Inamed Aesthetics International Corporation. Assessed EU and Austral-Asia markets for dermal fillers, breast augmentation and breast reconstruction implants. Developed marketing strategies and tactics for product ranges and the holding company.

Institute of Directors. Identified, researched and approached US-based organisations with whom our client, one of Britain's leading business clubs, could partner to offer bi-lateral sharing of membership benefits, membership lists, facilities and publications.

IOR Global. Designed and delivered UK business culture briefing session to newly arrived American cosmetics executive.

Jack Rouse Associates. Acted as the European business development office for this US-based leisure concept developer/masterplanning organisation, taking in prospect identification, cultivation, conversion and relationship management.

L L Bean. Conducted a comparative study (primary quant research) across 3 EU countries of the buying habits and preferences of current, prospective and lapsed mail-order shoppers of this US-based market leader in the mail order catalog segment.

MTL/Sightseers London. Developed corporate presentation for the US target alliance partner as well as tools for performing due diligence reviews about potential US alliance partners for this UK transport company.

NatWest Bank USA. Developed marketing databases and prospecting campaigns to reach UK SME's known to have significant exports to the USA and banking US Dollars in the UK.

Olswang Solicitors. Designed and delivered "Working with Americans" workshop.

Pilkington Barnes Hind. Undertook qualitative research across key EU markets about contact lens usage and fitting. Implemented key marketing improvements through management workshops in the UK division of this large US lens manufacturer.

Premier Python Products. Undertook qualitative research in the US to identify alliance candidates and competitors for this UK manufacturer of drinks dispense equipment and accessories.

Prime Richardson Tarmac. Commissioned to produce copy for this property developer's planned factory outlet development at Junction 28 of the M1, subsequently sold to McArthur Glen.

Reed Exhibitions-World Travel Market. Delivered workshop on "Working with the World."

Reuland Electric. Identified European alliance partners for this leading US custom motor consultancy/manufacturer, as well as acting as the European business development office, taking in prospect and alliance partners identification, cultivation, conversion and relationship management.

SFS Group. Localised/amended business presentation of JV proposal targeting US insurance underwriters for this UK marketer of school fees insurance.

Shoosmiths & Harrison. Developed and implemented the US alliance strategy and approach for this UK law firm.

Taunton Cider. Identified, researched, approached and secured a US alliance partner (Miller Brewing) for the US distribution of the UK's leading alcoholic cider brands.

TEC. Keynote workshop speaker to various UK chapters on "Working with Americans" for this international membership organisation of chief executives.

Transport Development Group [TDG]. Identified and pursued US and European retail partners seeking to expand within the UK and requiring European logistics advice and services.

Technifex. Found European alliance partners for one of the US' leading themed entertainment/special effects companies, as well as acting as the European business development office, taking in prospect identification, cultivation, conversion and relationship management.

Thames Valley Economic Partnership. Developed and implemented a US mailing and telemarketing campaign targeting California high growth, high-tech companies for this leading UK regional development agency to identify, research and convert inward investors.

The Marketing Channel. Commissioned to produce and present "International Marketing" programme for subscribers to this education content programmer.

The Sharper Image. Researched UK consumer trends for this US-based electronics and gadgets retailer.

Warner Cranston Solicitors. Advised this leading UK law firm about its US business development approaches and methods for attracting US alliance partners.

Weider Health & Fitness/IFL Ltd. Conducted qualitative research in Germany and Netherlands for this sports goods and fitness equipment manufacturer/ marketer to identify key competitors and leading retailers in order to recommend improved marketing strategies and practices.