Women and International Trade · The data speaks for itself ... THE BIG MOMENT: THE NEGOTIATION...
Transcript of Women and International Trade · The data speaks for itself ... THE BIG MOMENT: THE NEGOTIATION...
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Women and International Trade
Teresa Guillén Zulueta
9th of July 2020
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WORKSHOP CONTENTSNegotiation and commercial action from a gender perspective:
1. International negotiation styles and tools for each phase of the process.
2. Awareness of interculturality applied to countries and genders.
International Marketing from a Gender Perspective:
1. Segmentation and Gender:
A. Segmentation procedures and tools.
B. Product / service adaptation
2. Promotional Activities:
A. Private and public procurement
B. Helpful tools specialized in different areas: ICT – Ecommerce
C. Trade missions or prospecting business trips for women
D. Social networks
E. Specialized online platforms (SheTrades ...).
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TECHNICAL PHASES OF THE PROJECT
1AREAS OF ANALYSIS
BENCHMARKING
2
3
PROCESS
BENCHMARKING
RECOMMENDATIONS FOR ACTION
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Sub-axis A. Business Support Programs
1. PUBLIC PROCUREMENT
2. PRIVATE CONTRACTING
3. CERTIFICATIONS
Sub-axis B. Training - Information
4. FREE TRADE AGREEMENTS
FIRST AXIS: PROGRAMS AND TRAINING
1st Phase: Analysis Areas in Benchmarking
1. TRAINING
2. MENTORING
3. TOOL -BOX
4. FINANCE
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Sub-axis A. Promotional Activities
1. INTERNATIONAL FORUMS
2. TRADE MISSIONS
3. VIRTUAL NETWORKING PLATFORMS
Sub-axis B. Diffusion
4. AWARDS AND HONOURS
SECOND AXIS: PROMOTION AND DISSEMINATION
1st Phase: Analysis Areas in Benchmarking
1. VIRTUAL NETWORKING PLATFORMS
2. DIFFUSION SYSTEMS
3. SOCIAL NETWORKS
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Phase 2 Benchmarking Process
Institutions included in the Analysis
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Organization of Women in International Trade
(OWIT)
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1. Negotiation and commercial action from a
gender perspective
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➢ Main Findings from ITC Non-Tariff Measures Surveys:
- Fewer women entrepreneurs participate in international trade.
- Women tend to work in larger companies..
- Women tend to own smaller businesses.
- Women and men own and run companies in different sectors:
Textiles (W) / TICs and industrial (M)
THERE ARE JOBS THAT ARE CONSIDERED OF MEN AND JOBS OF WOMEN
The data speaks for itself
«Unlocking Markets for Women to Trade»
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WOMEN EXPORTERS FIND OBSTACLES
➢ Regulatory Biases
➢ Maternal Obstacles - Work or Family?
➢ Cultural Biases
➢ Financial Access
➢ Access to networks and market information
➢ Skills mismatches
➢ Disclosure policies
➢ Non-tariff measures affect women the most
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HOW TO OVERCOME THE OBSTACLES?
➢ New policies and legislation
➢ Gender in trade development strategies
➢ Address connectivity for impact to be decisive
➢ Public procurement opens doors
➢ Financial initiatives
➢ Training and promotion
➢ Private contracting
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Do you think that there are really differences
between women and men in the practice of
international negotiation?
YES…NO…
MAYBE…
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There are many starting opinions, but
what really matters is
YOUR OPINION!
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REQUIREMENTS International Negotiation
Emotional
sensitivity
Adaptability
Imagination
and creativity
Satisfaction
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Intrinsic
capabilities
Passion
VisionPioneering
spirit
Tenacity
CAPABILITIES
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FAVORABLE FEATURES
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THE BIG MOMENT:
THE NEGOTIATION
NegotiationStyles
of eachCulture
of men and women
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NEGOTIATION PHASES
InformationExchange
Persuasion
Agreement
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1 Prepare and plan
the negotiation:
Clarity of the objectives to be achieved (leads us to the agreement we are looking for)
Knowledge in the matter being negotiated:
Technical: product characteristics ...
Commercial: market conditions
International
Trade: incoterms, logistics,…
2 Know the protocol rules
They facilitate the important
personal relationships for
negotiation
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COMMON MISTAKES
EASY TO CORRECT
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Mistake number 1:
Adopt a negotiating style that does not show what
you are like.
SOLUTION:
Be yourself, but the best you can be.
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Mistake number 2:
Do not see a situation as an opportunity to
negotiate.
Solution:
Almost everything is negotiable if you
see it that way.
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Mistake number 3:
To address the negotiation too personally.
SOLUTION:
Get yourself out of the negotiation, as if
you were negotiating for someone else.
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Mistake number 4:
To be inflexible and, as a consequence, lose sight
of the final goal.
SOLUTION:
Study to the last detail, but be flexible
and never lose sight of your ultimate
goal.
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Mistake number 5:
Be too empathetic.
SOLUTION:
Use your empathy to know the needs of
the other person, but without losing
sight of one’s own interests.
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Mistake number 6:
It is hard for us to say "NO".
SOLUTION:You can say "No" without damaging the
relationship with the other party. It all
depends on how you say it.
It should be firmly, credible and polite
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Mistake number 7:
Be afraid to break the rules.
SOLUTION:
Risk and break rules except one:
NEVER LIE.
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1.2. Awareness of gender interculturality
applied to countries
HIGH CAPACITY OF WOMEN TO DEVELOP PERSONAL RELATIONS WITH PEOPLE
FROM OTHER CULTURES
RULES AND ACTIONS
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ARABIC CULTURE✓ “Arab World "countries ranging from Morocco (West) to Iraq (East)
✓ They have in common: language, religion (Islam, Muslims are their followers) and oil
✓ Muslims (Indonesia, Azerbaijan, Malaysia (60%))
Polygamy (man can marry up to 4 women)
Woman Status: Ranges from tolerable to shameful (women with limited rights)
More liberal countries like Jordan, Egypt, Morocco, UAE and Kuwait = Woman is"third sex" treated
with courtesy
RECOMMENDATIONS:
✓ Show credentials, experience and important position within the company
✓ Haggle hard and kindly (much appreciated if not an insult)
✓ Politness and respect
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✓ World business domain of man
✓ Very important rank and authority
✓ Very formal treatment
✓ Key element cards
✓ Gift Ceremony
✓ Toast (with water)
ASIAN CULTURE
Recommendations
Confucius Natural Order:Subordination of the young to the older, the woman to the man, the employee to the boss
✓ Observe (greetings that they take the initiative) and listen (prepare for the silences)
✓ Establish credentials and authority
✓ Patient: long negotiation process
JAPAN CHINA
BECOME AN ADVANTAGE: Shock Businessmen - React to Professional Women
➢ Trust relationship
➢ Win-win
➢ Irregular rhythm
➢ You need a lot of concessions
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✓ Can compliment you at work. Try to play along.
✓ Very formal clothes. Women more options, choose feminine looks.
✓ Two kisses on the cheek. As a foreign partner, you should always shake hands, also with
women, unless they take the initiative.
✓ Overboard in negotiations (suspicious in the begining).Abundant information about the
company, face to face communication.
✓ “The one who speaks the most is the one who best defends his arguments”. Be available,
expressing interest in learning about their traditions (Spanish pride).
✓ Important role: position and hierarchy (show credentials)
SPAIN
Recommendations
Cultural differences Multinationals/ SMEs (family&traditional)
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CONCLUSION: Adaptable to foreign countries and cultures
IMPORTANT: Know the protocol rules and cultural aspects of the counterpart
✓ Chances of success will increase proportionally to our knowledge of intercultural
perspectives from our gender..
✓ In many countries the main role of women is at home and the concept of
professional woman is very unusual
PROFESSIONAL WOMAN = THIRD SEX
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Know the basic elements of each culture to be in a privileged position
to understand, act and adapt
to the professional circumstances that result.
GENERAL ADVICE
PREPARE, PREPARE, PREPARE
Your interlocutor has already done so!!!
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"When two speak,
four speak
(two hearts and two brains)"
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2. International Marketing from a gender perspective
2.1. International Segmentation and Gender
Tools1. Segmentation = dividing the global market into smaller and more homogeneous groups.
2. Segment selection (targeting). Determine the most interesting groups or segments to act on
3. Positioning. Establishing a position of your offer in the form of an image in the market
Procedure• First, we will segment the market;
• then we will select the target segments;
• then we will establish the positioning;
• and finally, we will adjust the marketing mix to each chosen segment.
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Product / service adaptationWomen need creative women who think like them
and understand their needs
➢ Women represent 65% of global purchases (80% in the US)BCG Data (The Boston Consulting Group)
➢ PANK or Professional Aunt No Kids (marketing online)
➢ Women entrepreneurs
➢ “Alpha women”
➢ Women have 60% more prolactin than men:• Emotional and humor-based storylines
• Products and services that save time
• Clear information and good level of service
Speaking in feminine is synonymous of profitability
WOMENOMICS the emerging market
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Promotion: Public and Private Actions
Public procurement
➢ It represents 10% -15% GDP in developed countries and 30% - 40%
GDP in the world's 50 poorest countries.
➢ Companies belonging to women only receive a minimal part of
that market.
➢ Excluded due to lack of access to information on knowledge of
the procedures and ability to meet the requirements.
Private contracting
➢ Private procurement programs for women's businesses can open the way for the
incorporation of diversity and inclusion in global value chains.
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PUBLIC procurement…
➢ Supplier Diversity
➢ Certification
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https://procurementmap.intracen.org/Data/Results?sectorID=33&sort_by=Deadline&order_by=asc§ion=tenders
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Private procurement…
➢ Supplier Diversity
➢ Certification
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2.2. Networking and Promotional Activities
Sectorial: Events with a Gender component
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Trade missions or gender prospecting trips
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Gender: Online specialized platforms
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« A ship in the port is safe, but that is not
what it is built for.
Sail out and do new things »
.>>
Almiral Grace Hooper
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¡ Muchas gracias!
Teresa Guillén
9th of July 2020