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Of the many areas in international business where cultural differences manifest is in the corporate meeting room. International meetings are an area where differences in cultural values, etiquette, interpretations of professional conduct and corporate rules are at their most visible and challenging to control.

In international business meetings, cultural differences between professionals can and do clash.

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

Although it can not always be avoided, the negative effects of cultural differences can be minimised with careful and effective planning, organisation and consideration prior to meetings.

Culture influences what we do, say, think and believe. Culture is different in different countries and contexts. In the context of international business it affects how people approach, perceive and contribute towards mee

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ings. A few examples include:

Time

Not all cultures live by the clock. Time orientated cultures such as the British or Germans will have strict approaches to how meetings run. The start time, finishing time and all the different stages in between will be planned carefully. Other cultures will see the start time as an approximation, the finish time as non-fixed and all the different stages in between as fl

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

xible.

Hierarchy

The hierarchical nature of a culture can have a massive impact on the input given by participants in an international meeting. For those from hierarchical cultures speaking one’s mind, criticising ideas, disagreeing openly, giving feedback and reporting problems in front of the boss or manager are all areas they would feel uncomfortable with. To offer a criticism of the manager’s idea wou

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

d be seen as a loss of face for both the manager and the criticiser.

The Purpose of Meetings

After a few pleasantries in the meeting room, the common term in the West is, ‘let’s get down to business’. Western meetings generally run to a tight schedule with an organised, pre-planned agenda. Meetings are for business. On the other hand, different cultures see the meeting as the arena for building personal r

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

lationships and strengthening bonds. Getting down to business comes further down the priority list.

When chairing an international business meeting it is always advisable to bear in mind the attendees’ cultures and backgrounds. Is it a very varied group or do the majority of participants have cultural similarities? Think about their approaches to meetings. How have they acted in meetings before? Can you id

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

ntify the cultural reason why?

Following are some guidelines that may assist you when approaching cultural diversity in your next international business meeting.

Meeting Etiquette and Mannerisms

In highly diverse international companies, one can find participants in a meeting from the four corners of the globe. Each will have their own cultural etiquettes, gestures, mannerisms and ways of expression. Sho

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ting, throwing hands around and even storming out of meetings are all possibilities. In such a company it may be advisable to provide inter-cultural awareness training to staff to minimise misunderstandings. Where differences are not as acute it may be up to you as the chair to understand how certain etiquettes, gestures and general meeting room tactics may be perceived and how you can minimise any adverse

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

mpact.

Expectations of Meetings

Prior to the meeting make it clear what the purpose of the meeting will be. What is the goal of the meeting? Why are you asking each attendant? What do expect from them? Contact the participants and discuss the meeting and what you require of each person. If ready, send them the agenda. If it is a brainstorming meeting then maybe ask each participant to bring at least three

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

suggestions with them. If it is a meeting bringing together different areas within a company, let each attendant know what people would like to hear about from them. Once a framework is in place people will know where they fit into the picture.

Take a Relaxed Approach to Meetings

Many people find business meetings daunting. This may be a combination of stage fright, sitting in front of the boss and feelin

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

inferior to colleagues. This will lead to anxiety, tension, nervousness and general discomfort. Try introducing subtle differences to a meeting to put people at ease. Ice breakers offer a good tension release at the beginning of a meeting. Warm ups offer a similar benefit. Try using an alternative setting instead of the meeting room. Consider changes in the lighting or ambience.

Group Sizes in Meetings

I

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

n short, small groups will work more effectively in meetings. Smaller groups offer increased security and allow for greater participation. In international business meetings, using smaller groups can be used in two ways.

First, prior to a large international business meeting identify who will be coming and what they can contribute. Will the meeting cover different topics? Will it require input from differe

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

t business areas? If you are organised enough you can initiate some smaller meetings where you group participants who are comfortable with one another or who share expertise in the same area. Ask the groups to take their conclusions to the next, larger, meeting. Participants there will now feel comfortable with their contributions and ideas.

Second, if the company culture allows, break your meeting up into

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

smaller groups where feedback and open discussion may flow more easily. Then ask a delegated head of each group to summarise their findings. This may allow those who would not normally speak out in front of larger groups to get their views across.

Multi-Cultural Meetings

A major mistake made when dealing with diverse cultures in one meeting room is to suggest that those of similar backgrounds work, group

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

r be seated together. Rather than allow for greater fluency in the meeting this will have the opposite affect. Once cosy in their cultural groups, participants will slip into their cultural patterns. It is vital you mix up your meeting. The additional benefit to this approach is that it allows for cross cultural interpersonal relationships to develop, strengthening staff bonds.

Alternative Communication Me

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

hods in Meetings

Most international meetings take on a basic format and structure whereby an agenda is set and attendants contribute to the topic of discussion orally. If you have participants who potentially will be very quiet and non-participatory then consider some alternative methods of communication.

For example, prior to the meeting, e-mail members of staff some questions regarding the forthcoming t

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

pics. Give them open-ended questions as to their opinions. Ask them to e-mail back their replies which can then be used to instigate their contribution in the meeting.

If you know some participants are uncomfortable speaking, then why not let them write? Either use a white board or offer to take suggestions and opinions on paper?

Always Confirm Meanings in Meetings

Different cultural assumptions as to th

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

meaning of a word, phrase, symbol, picture or agreement can cause confusion before and after a meeting. When approaching a topic or after consensus has been agreed upon a subject always confirm that the general meaning has been agreed upon and understood. Where potential problems may exist as to interpretation always simplify meanings. If the meeting will deal with complex language or concepts consider for

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ing a consensus on the meaning all participants will be comfortable with, then circulating them in advance of the meeting for review.

At the end of a meeting, summarise and capture the main agreements and disagreements. Ensure everyone is happy with them.

International business meetings require great planning, organisation and consideration if they are to succeed in offering effective outcomes. Always con

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ider the cultural variants you will be dealing with and think of ways to overcome potential problems. The above mentioned tips are merely basic pointers that will hopefully help you start to think about how culture impacts international meetings.

For more information on the role culture plays in business please visit http://www.kwintessential.co.uk

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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