1. Fashioning your business online
The culture of (online) relationship building
David Regeczi

2. Make cultural connections
Introductions, whether online or F2F, are about making a connection
I’m blah, blah, blah, blah, blah, blah
Culture a convenient shortcut
I meet a Canadian in the Netherlands, and we have an instant connection
So who am I?
Connections abound
CAN (Vancouver) – United States, China, India
NL – Germany, Belgium, Scandinavian countries
HU/SRB – Eastern Europe, Russia
Can this work online?

3. CUBE IN Expanding to foreign markets means leaving a comfort zone
The more “foreign” the market, the greater the challenge
Key challenges are not always technical or legal
Female entrepreneurs expanding business to the Middle East
Innovative companies building trust relationships in China worried about IPR
Products and services received differently

4. Culture defines products
Most industries talk about localisation of their products
Furniture industry in China
Many assume that high-end furniture would be the biggest market for European companies
But aspiring middle class looking for European value brands

5. Dutch preferences?

6. Act globally, think locally
When doing business abroad, we think about cultural differences
But social media can encourage people to forget borders
But different countries use social media differently
And different platforms have a “culture” all their own

7. Cultural differences in social media usage
Lots of statistics about the number of people online
But less about the kinds of people online in each country
Social media usage differs by country
Chinese consumers emphasize social bonding, relationships, and trust
Humanizing a brand in Chinese context, stressing social ties
Americans, on the other hand, tend to follow but not interact as much with an online brand

8. Country-specific presence

9. Country-specific platforms

10. Cultural biases of social media platforms
Many speak about the types of content that appear on various platforms
But do particular platforms attract particular people?
Fashion industry naturally calls for a visual approach and platforms
Instagram, Snapchat
Younger users skew towards visual platforms
However, your target groups may not be primarily on these platforms

11. Engage with us at CUBE IN
David Regeczi Director of Public Policy cubein.eu icunet.ag LinkedIn