Photo : D.R.
Learning to run a business “Thai style” can prove trying for foreign entrepreneurs new to the Land of Smiles. A study carried out in 2008 by Dutch and French Chambers of Commerce showed that on average, an executive takes 13 months to be totally comfortable and effective in a Thai environment.
“The intercultural aspect represents an extremely heavy hidden cost for businesses”, according to Jean-François Cousin, business coach from Bangkok-based company 1-2 WIN. “Especially since the managerial staff generally changes here every three to four years.” At times, intercultural factors alone can block or considerably slow down the carrying out of projects. “It took me months to understand that a study wasn’t moving forward because of a faux pas,” recalls an employee of a Bangkok-based French distribution company. “I made the mistake of criticising the work of a Thai colleague in public.” While training and accompaniment are necessary, the Thai Chamber of Commerce (TCC) feels that this task is not its domain. “We do not deal with individual difficulties,” states the TCC’s President, Dusit Nonthanakorn.
For their part, bilateral Chambers regularly offer workshops and conferences focusing on intercultural relations in the workplace. For businesses, many human resources departments offer short-term training sessions for new expatriates – but this doesn’t stave off beginner mistakes. “The most common error of foreigners is to be arrogant or condescending,” according to Suchada Ithijarukul, President of Makro Thailand. “Being too sure of yourself is counterproductive.”
A small nod and a “yes” are not enough to prove that you have been well understood, either: it is necessary to have things systematically repeated. “You must also learn to deliver your message in a gentle manner,” advises Thipayasuda Suvanajata, human resources Director for Shell Thailand. “Our conception of good manners is not necessary the same as yours.” As in the rest of Asia, it is generally poorly viewed to become angry or raise your voice. A Thai person will conclude that if you are not able to control yourself, you will not be capable of managing your business, either.
Investing in workplace relationships is another decisive way to secure a solid team. In Thailand, asking colleagues about their family is not considered intrusive – to the contrary. “I always advise new members of the Chamber to develop personal relationships with their employees, and to get to know them. If you want to be appreciated by your employees, you must appreciate them in turn,” says Bert Cesar, Director of the Dutch Chamber of Commerce in Bangkok. In the Kingdom, the boss is as respected as an elderly member of the family, and their team represents an extended family. “You cannot remain strictly focused on the results to attain,” states Jorge Pinedo, Head of Mead Johnson Nutrition in Thailand. “Your ability to involve your employees in a project will allow you to accomplish these results.”
On DVD, 888 “tips” for success
The initiative of the Belgium-Luxemburg, French and Dutch Chambers of Commerce has been recognised by numerous entrepreneurs. With a survey of 120 businesses and interviews with 28 important Thai and foreign bosses, coach Jean-François Cousin (1-2 WIN) was able to highlight critical points of understanding within companies: how do the Thai view foreigners at work?, what skills do foreigners wish to see in the Thai?, and vice-versa. A DVD, available in various Chamber branches, presents the results of this survey, analyses the data and allows you to watch interview excerpts. Above all, this multimedia toolbox offers practical advice to allow foreigners and Thai people to understand their differences and to learn to work together more effectively. Contacts available on the websites of the three Chambers: www.beluthai.org; www.francothaicc.com and www.ntccthailand.org.
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