INTERCULTURALITY IN EXPORTATIONPosted by Emma Smith on July 19th, 2019 In 2019, the interconnectedness of individuals is omnipresent. Thanks to social networking, media and the expansion of e-business, buying and consuming products from across the pond has never been easier. Frontiers and boundaries seem to have disappeared, and purchases are are now guided by social trends. Seem, intransitive verb (Low Latin similar): Presenting the appearance of / giving the impression of being or doing something. Any company or entrepreneur wishing to go international should be aware of the quote from Maxalexis that said: “ The man who acts cautiously never trusts appearance”. Although today's society evolves in a globalized world, it is a mistake to think that borders have completely disappeared. Cultural differences are always present, and not taking them into account in an export process can be the cause of failure. Regional customs, local strategies, preferences of objectives… In the same country, the differences between these factors can be considerable and knowing how to adapt to different contexts is the main factor for the success of internationalization. In the case of Spain, the strategy will not be the same if a global attack on the country is sought or if only one region is targeted. For an export to a specific region of Spain, one must be careful not to have any incongruence in its expansion. For example, if you want to export to the Basque Country, you can completely trust telephone calls to a call center, while if you want to target Andalusia, it would be more appropriate to hire a secretary to promote human contact (due to the different personalities of the regions; in Andalusia they prefer a closer treatment). Taking into account the factor of interculturality in Spain requires a diagnosis and a framework in which the company must question its strategies and its compatibility with the traditions and customs of Spaniards. When we talk about Argentina, it is worth mentioning that exporters from this country consider Spain as the eighth commercial destination for their exports. The food sector is the main protagonist of these transactions, with soybean flour leading the way. However, exports between Argentina and Spain have fallen in recent years, but this has not caused any imbalance, as the trade balance between the two countries has benefited Argentina. A clear differentiating factor for so many exporting companies is the consideration of the country ́s multicultural framework. Before entering the Spanish market, the company must be aware of the cultural differences between countries and regions. Thanks to its qualified workforce, the quality of its modern infrastructures and the dynamism of its economic growth, Spain is a country full of opportunities for Latin American companies. With the change of the Argentinian government in 2018, they have developed new trade regulations, which provides great opportunities for many different sectors. These sectors include agricultural machinery, agro-industrial, automotive, chemical and food. Opportunities also exist in sectors with high demand: transport and infrastructure, construction, electrical energy, or capital goods. According to the National Ministry of Production, the main opportunities for Argentines in Spain have been identified as the agricultural sector, the automotive industry, food and energy. In conclusion, in the current context in which globalization and competitive pressures increasingly weigh on markets, export is a determining factor for the survival and successful development of organizations. Spain is a country that offers great opportunities for Argentine companies, but the strong competitive intensity among existing companies requires that newcomers provide strong elements of differentiation. Interculturality in exports is not something new in the business world and the adaptation of companies to the different nuances of the Spanish regions could be this element of differentiation that will make a difference.
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