9. Be open to diversity.

10. When dealing with American employees, give specific (preferably written) instructions, avoid vagueness and indirection, be lavish with praise and recognition, and do not discriminate against or disparage anyone, especially women and minorities. If you need to correct an American employee, first seek guidance from your American staff. To be effective, correction of a subordinate must be based on knowledge of that person.

VIII. Public Relations, Corporate Image, and Advertising

In the United States there is a difference between a person's facade and her or his image- Facade is what people present as their public exterior; it's composed of their personality and their Personification of cultural values. Image is artificial and imposed and is, in business, the product of public relations and advertising. The image can be a product image, a corporate image, or the image of the company's top official. Many American companies are closely identified in the public mind with the person who runs the company, such as Lee lacocca with Chrysler and Mary Kay Ash with Mary Kay Cosmetics. The product, the corporation, and the CEO should all project a consistent image, and this is the job of the company's advertising agency.

Americans are very image-conscious. They think in terms of how their actions wil! affect their own personal image, the image of their product, or the image of their company. When Americans have to make a decision, they consider how the decision will make them or their company look. The American preoccupation with image leads some foreigners to decry the shallowness of Americans.

Corporate reputation can be the determining factor in public acceptance of a product if the product is similar in quality and price to a competitor's. Dependability, performance, quality, and price are all part of a company's image. Sales in a competitive market are directly affected by how well a company communicates its image of dependability and high quality to the public at large.

The American communication style is like a newspaper headline: short and to the point. Americans prefer digests to long articles and detailed reports. They often announce at the beginning of oral presentations what they are going to talk about and when the discourse will end. Short, punchy presentations with humor are preferred (except, perhaps, for technical, scientific, or academic papers). In the U. S., starting a speech with a joke is common, but it would be a major mistake in West Germany. Conversely, beginning a speech with a presentation of the historical background of an issue—which is done frequently by German speakers—would bore an American audience to tears-Because many Americans have a narrow professional focus, they are not interested in general or background information, but just in what they need to know right then. Germans want lots of background information, historical context, and examples. The French, of course, prefer elegant, elaborate presentations that display wit and savoir-faire.

As we discussed in parts 2 and 3, the function of German advertising is to transmit information white French advertising works to release a positive emotional response. The function of American advertising is to hype the product.

As we have noted Americans often exaggerate in both their written and their oral communication. This is particularly true in advertising, which is based on hyperbole, or "hype. " Although ads in the United States may contain information, it is seldom detailed and is usually a bolster for the claims of product superiority. Exaggerated claims that a product is the best, newest, most fashionable, or finest are effective in the U. S. but would be both offensive and illegal in West Germany and would win no awards in France.

Most of the money spent on advertising in the United States goes to print ads. Local advertisers all over the country spend millions for newspaper ads in their own areas, from very small ones in weekly hometown newspapers to full-page ads in the New York Times. Because of the complexity of the American market, a lot of money is spentannually to analyze and conduct market surveys so that advertisers can target their ads for a specific group. In the U. S. the CEO often takes a personal interest in a company's image and advertising; American ad agencies are thus accustomed to working with the CEO and do not feel secure unless the CEO is involved. This is not true in Europe, where the advertising department of a company is usually the only group handling advertisements.

Americans like idealized images. The women in them are usually young, healthy, and beautiful, and the men are young, strong, and handsome. Children are clean and smiling. Even ads directed toward older population groups show young-looking though gray-haired people.

U. S. markets are segmented not only by age, gender, and Ticome but also by region and ethnicity. There are fast-growing ethnic groups who will exert a tremendous economic influence in the future, such as the American Hispanic population (there are now over 250, 000 Spanish-owned businesses).

The importance of getting to know local and regional customs and buying habits in the United Slates was emphasized to us by a European advertising executive: "Marketing, selling, distributing, and advertising have to be in the hands of local people. You can't just come in and say, 'Do it my way. '" Another advertising executive addressed the same point: "You must be very French in France, very German in Germany, and very American in America. "

IX. Characteristics of Successful American Business Executives

The kinds of people who succeed in business in the United States are goal-oriented, concerned with individual achievement, and interested in the development of their own careers. They also tend to be pragmatic, assertive, and relatively egalitarian; at the same time they need constant feedback, evaluations, praise, and rewards—something they would not get in German or French business. Unlike business in France or West Germany, there are powerful American executives who are very young; Europeans favor older, more seasoned top executives. Women are found at top levels in some American businesses but are rare in Western Europe.

Decision making in American business is usually "top-down"— which means American executives often make decisions without consulting subordinates. The result is that decisions a re often made without crucial input from various levels within the organization. In a compartmentalized business organization it is very difficult to get vital information to the decision makers. This is certainly true in Germany and to a lesser degree in the U. S.

Many American businesspeople are driven to compete for promotion and will sometimes sacrifice social and family life to work, a situation rare in West Germany and France, where weekends and holidays are sacred and work is not always the dominant force in one's daily life.