Dimensions of culture and marketing.

• Author: Asser, Maarten Nijhoff

Cultural differences are important to all business professionals and the business of law is no exception. We all need trustworthy relationships in order to be successful in our endeavors. Relationships are at the core of our businesses, and trustworthy relationships are at the core of value creation.

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For legal marketing professionals, the question of culture is a complex one. As relationship managers, legal marketers must focus on diligently creating long-lasting, interesting, durable and trusted partnerships with clients in a systematic manner. During seminars, at introductory wine-and-dine engagements, in newsletters and in any other form of business development, we need to address our prospective clients in a culturally sensitive and trustworthy way and recognize and respect their perspectives. Understanding dimensions of culture provides a systematic manner to assess and select a marketing approach in different markets with different clients (see sidebar). The dimensions suggest ways to handle human relationships, think about time and consider the context, nature and environment of the relationship.

Dimension 1: Consistency vs. Flexibility

In the United States, Australia or Canada, a "consistent" and functional relationship-management process may have to be presented in order to reach, claim and maintain a client. Bound, four-color slide shows and sophisticated booklets are standard accompanying material. Impressive as that may be, a more personalized and relationship-driven approach is required in the Korean, Chinese or Singaporean market. The approach there would need to be tailored to the individual relationship and would have to pass the test of flexibility. A willingness to adjust schedules and standards almost constantly is important.

Dimension 2: Individual vs. Group Orientation

In the English language we capitalize "I," no matter where it appears in a sentence. Most group-oriented cultures, however, are foremost mindful of their family, the organization to which they belong and their country culture. Their own ego, well-being and individual needs are far less important than those of the greater whole they are part of. The team/corporation is more important than "I." An individualistic culture is not seen as particularly caring for family or groups, and can therefore viewed with some skepticism. In these environments, marketers should avoid using "I" and always focus on "We" in marketing communication.

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