The personal touch: cultural difference between the sexes is a plus for women entrepreneurs

Black Enterprise, July, 1995 by Rhonda Reynolds

The days of women mimicking their male counterparts in order to succeed in business are over--at least when it comes to dealing with international clients. In fact, women can accomplish more in the evolving global business environment by utilizing the "feminine" traits that are often scoffed at in the American workplace. So says Kathryn C. Leary, CEO of the Leary Group, a New York-based international marketing firm.

"Women are more nurturing, more relationship-oriented and more adaptable," says Leary, whose firm publishes the Japan Watch and South Africa Watch newsletters. "Women also tend to listen better than most men. All of these unique skills put them at a competitive advantage in the global business world."

Leary has teamed up with AT&T's School of Business in Somerset, N.J., to create "Women in the Global Business Environment," a two-day symposium that is designed to help women business owners identify and secure business opportunities abroad.

American entrepreneurs are the foreigners when doing business overseas. So, it is irrelevant whether negotiations are made with Kenyan, German or Japanese clients. What's more important, say experts, is that American business owners communicate and frame a message in the logical style of that culture.

"Women are used to adapting to other people's needs, whether employers', husbands' or children's," adds Leary. "For decades, we've tried to cease this behavior, but now it's a plus."

Indeed, a woman's innate empathic quality is something foreign businessmen and businesswomen respond to. As an example, Leary describes an American making a sales presentation to a Japanese businessman. "The Japanese executive became quite frustrated with the American salesman's big words and grand movements. The American started shouting to get his point across. By the end of the hour-long session, there was no sale--the deal was off."

These are the types of cultural sensitivity issues that the course will cover, says Debra Williams, AT&T executive education manager. Williams is quick to note, however, that foreigners perceive national and cultural differences before they notice gender differences. For instance, African American women doing business abroad are perceived as being American first, of African descent second and women third.

WOMEN IN THE GLOBAL BUSINESS ENVIRONMENT

The AT&T symposium will cover a wide range of topics, including economic trends and emerging markets. For example, the "GlobalScan" session will specifically highlight the advantages of changing markets in Africa, Central Europe and the former Soviet Union. It will also explore ways that women entrepreneurs can profit from NAFTA.

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Another session, "Self Preparation for Global Business," will help women business owners assess their global competencies and identify valuable resources, including publications, associations and business networks.

Although the title of the symposium implies that only women should attend, the course would benefit male managers and business owners as well, says AT&T's Debra Williams. "We're looking to break through old myths and to establish a common ground where women and men work together as global partners."

"Women in the Global Business Environment" costs $895 per person. It will be held Aug. 8-9 in Somerset, N.J.; Sept. 19-20 in Atlanta; Oct. 24-25 in Somerset, N.J.; and Oct. 31-Nov. 1 in Chicago.

For more information, call AT&T at 201-898-8514; to register, call 800-872-4637.