A Tale of Two (Business) Cultures: Why What Works in the U.S. can be a Quick Way to End Relationships in Europe

January 12, 2012
Hosted by Té Revesz

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Episode Description

While Europe is expected to score zero growth in 2012, there are opportunities, especially in affluent Germany; you just have to know how to find them – and how to navigate the very different business cultures. European companies, especially German firms, can be hard to win. But once you’ve established a relationship, says my guest, Tim Brouwer, Managing Director of SVP Deutschland (a Global Reach research partner), they can be among your most faithful customers. The question is how do you create those relationships? Because so many German executives speak fluent English, many US firms underestimate the differences between the business cultures. Tim will show us how what works in the US can be a quick way to end relationships in Europe. He will talk about the perils of micro-management and how to avoid trapdoors in the niche markets that are the heart and soul of German companies. Then Tim will give us tips how to court European customers and win their business.

Global Reach

Global Reach

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We are all operating in a dynamic global marketplace, whether we reach across borders to find new customers and fresh ideas or face overseas competitors in our home market.

Global Reach embraces the opportunities and challenges we encounter when operating in multiple countries and cultures. We talk with entrepreneurs and executives about their strategies for winning in fast changing world markets: cross-cultural communication, global branding, media and marketing, transportation and manufacturing, the future of finance, alternative investment strategies, innovation and IP protection.

Global Reach interviews thought leaders about 21st century megatrends that impact international entities: trends like the business and politics of sustainability, the morphing nature of competitiveness, globalization, global companies vs national governments, worldview and growth prescriptions, emerging markets issues, and the corporate impact on society (governance, ethics and leadership).

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Té Revesz

Té Revesz

Té Revesz is known for her ability to conduct strategic research on a global basis and for her creativity in handling complex business challenges.

As principal of GlobalReach-SBI, a research and consulting firm with a network spanning over 60 countries, Té provides clients with strategic intelligence on market opportunities and threats. She covers such diverse areas as global branding, new product development, payment cards, clinical trials, and political risk. An expert in primary research, Té has interviewed business, government and labor leaders, doctors and technical experts—and managed focus groups—around the world. She was profiled in Super Searchers Go to the Source as one of the top US interviewers.

Prior to founding her own firm, Té headed the Industrial & Healthcare Practices of FIND's Strategic Consulting & Research Group and taught at the Zicklin School of Business (Baruch/CUNY). She was the Editor of Business International’s flagship newsletter and helped create its country risk service.

An NYC native, Té is active with Citizen Action, the URJ’s Commission on Social Action, and NY Neighbors for American Values (defending religious freedom, diversity and equality). She holds a Masters from Columbia’s School of International & Public Affairs and a BA from Goucher College. She’s an avid bike rider, theater buff and farmers market supporter—and the bemused owner of 2 demanding felines.

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