1234 MAIN ST TEMPE, AZ 85001
Cultures throughout the world enjoy coffee in a variety of different ways. Understanding and respecting these cultural customs is important to Espresso Yourself which is why we've developed a few scenarios of effective cross-cultural communication below. We think you'll enjoy the unique flavors and aromas they offer.
Communication
cross-cultural
Espresso Yourself's flagship location is located near a large community of the Mormon religion. Our team was informed people of this religion do not drink caffeine. One of our slogans stated, "Keep calm and caffeine on." This statement came across as offensive to some and detracted business. The slogan led many to believe Espresso Yourself only sold caffeinated beverages, which led them to take their business elsewhere. At Espresso Yourself we are passionate about cultivating a warm and friendly environment so that collaborative relationships can be fostered. Since this is our belief, we chose to immediately remove all marketing posted with this statement.
Brooke Gassert
scenario one
Looking to expand our selection of fine coffee products, Stephen was tasked with locating a supplier of Turkish roasted coffee beans. Though there are a number of great roasters located in the US, he decided going straight to the source would be the best solution for Espresso Yourself. Offering authentic Turkish coffees would be a hit with the customers so he planned a trip to visit several suppliers throughout Turkey.
​
Before arriving in Turkey to meet with these suppliers, Stephen researched and learned, according to mentalfloss.com, the cultural customs of Turkey dictate you should not use a firm handshake when meeting someone because it may be seen as impolite. Upon meeting the first supplier, Stephen recalled this advice and was sure to loosen his grip when shaking the owners hand. The owner responded with friendly smile and seemed pleased at Stephen's knowledge of their customs.
​
Source: “What is Proper Handshake Etiquette Around the World”. (n.d.). Mentalfloss, http://mentalfloss.com/article/54063/what-proper-handshake-etiquette-around-world. Accessed September 27, 2016.
Stephen Ramey
scenario two
Amanda regularly visits Lopez & Sons Bean Inc., a coffee bean vendor in Argentina, every quarter to help maintain our business relationship with them. Last quarter Amanda couldn’t attend and Brooke was asked to go. During the business meeting Brooke explained the predicted growth in sales next year and the volume of orders Espresso Yourself would be giving them. After the meeting, Mr. Garcia, a sales manager with Lopez & Sons Bean Inc., asked Brooke out for some drinks and dinner. Brooke rejected the offer and told Mr. Garcia that she wanted to keep things between them professional; she got the impression that Mr. Garcia was asking for something more.
​
After Brooke returned she shared her experience at the factory and expressed that she was uncomfortable by Mr. Garcia’s offer. Amanda explained to Brooke that when she makes her quarterly visits they often go out to dinner and talk about their families. Amanda also explained to Brooke that in Argentina they like to make their guests feel comfortable and show them the city and that she is sure that Brooke misread Mr. Garcia’s offer.
​
​
​
​