Women and International Trade

Teresa Guillén Zulueta

9th of July 2020

www.mujerexportadora.com www.sbconsultores.es

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 ...).

TECHNICAL PHASES OF THE PROJECT

1AREAS OF ANALYSIS

BENCHMARKING

2

3

PROCESS

BENCHMARKING

RECOMMENDATIONS FOR ACTION

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

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

Phase 2 Benchmarking Process

Institutions included in the Analysis

Organization of Women in International Trade

(OWIT)

1. Negotiation and commercial action from a

gender perspective

➢ 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»

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

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

Do you think that there are really differences

between women and men in the practice of

international negotiation?

YES…NO…

MAYBE…

There are many starting opinions, but

what really matters is

YOUR OPINION!

REQUIREMENTS International Negotiation

Emotional

sensitivity

Adaptability

Imagination

and creativity

Satisfaction

Intrinsic

capabilities

Passion

VisionPioneering

spirit

Tenacity

CAPABILITIES

FAVORABLE FEATURES

THE BIG MOMENT:

THE NEGOTIATION

NegotiationStyles

of eachCulture

of men and women

NEGOTIATION PHASES

InformationExchange

Persuasion

Agreement

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

COMMON MISTAKES

EASY TO CORRECT

Mistake number 1:

Adopt a negotiating style that does not show what

you are like.

SOLUTION:

Be yourself, but the best you can be.

Mistake number 2:

Do not see a situation as an opportunity to

negotiate.

Solution:

Almost everything is negotiable if you

see it that way.

Mistake number 3:

To address the negotiation too personally.

SOLUTION:

Get yourself out of the negotiation, as if

you were negotiating for someone else.

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.

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.

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

Mistake number 7:

Be afraid to break the rules.

SOLUTION:

Risk and break rules except one:

NEVER LIE.

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

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

✓ 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

✓ 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)

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

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!!!

"When two speak,

four speak

(two hearts and two brains)"

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.

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

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.

PUBLIC procurement…

➢ Supplier Diversity

➢ Certification

https://procurementmap.intracen.org/Data/Results?sectorID=33&sort_by=Deadline&order_by=asc&section=tenders

Private procurement…

➢ Supplier Diversity

➢ Certification

2.2. Networking and Promotional Activities

Sectorial: Events with a Gender component

Trade missions or gender prospecting trips

Gender: Online specialized platforms

« 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

¡ Muchas gracias!

Teresa Guillén

9th of July 2020