The Role of Cultural Values in Emerging Markets

As companies expand their reach into other markets, more often than not they find themselves working with emerging market countries (EMCs).

Although there are studies of individual emerging market countries, few, if any studies look at cultural values of EMCs as a group in order to see what correlations & patterns may exist...

Wandr did just that.

When looking at cultural values & their relationship to EMCs, strong patterns emerge.

Here’s a snapshot of our findings.

• 78% of EMCs are high-context (as opposed to low-context) - they prefer a more indirect, communication style

• 70% of EMCs are relationship-oriented (as opposed to transactional) - they need trust to be established before accomplishing tasks

• 70% of EMCs are polychronic (as opposed to monochronic) - they see time as flexible & fluid

• 60% of EMCs are hierarchical (as opposed to egalitarian) - they respect authority & are less likely to challenge higher-ups

EMCs share common value preferences in almost every cultural value category.

If you’re doing business with emerging markets, cultural training is vital to success.

To learn more about cultural training & getting your organization globally ready, contact us at hello@wandrculture.com.