Peter Zoltan In-Class, the Intercultural Communication and Language Assessment Scheme Link-up Final Conference Web 2.0 for Social Inclusion: Bridging Practices and Policies Budapest University of Technology and Economics (BUTE) Building A, Egry József street. 1, 1111 Budapest, Hungary

 The In-Class scheme helps businesses overcome language and cultural barriers in international trading.  Methods  Interviewes  Analysis of communication channels  Analysis of information collected  Report to the company

 The project’s target groups are specifically SMEs (small and medium sized enterprises) and mercantilist sectors who are seeking to start and/or expand their export business, in particular intra-European trade, to help them overcome their communication (language and culture) barriers. Passive Not interested in export Exports only if foreign customers order Reactive Exports only spare capacity Likes nearby markets Adaptive Interested in sales growth abroad Exports to near and distant markets Strategic Wants long term profit abroad Extensive foreign market research New exportersExperienced exporters

 Verbal communication channels  Written communication channels  Personal interaction  Printed material  Eletronic channels  Cultural issues

Reviewed of written communication channels:  Correspondence  Sales letters  Faxes  Invoices  Invitations (to attend the company or exhibitions)  Any promotional material  Newsletters  Press release  Quotations  Technical literature  Manuals  Quality certificates  Brochures  Labels (packaging)  Legislation and regulations of products  CDs, pen drives  s  Any written documentation sent through the Internet  Review of foreign press and market  Stands at fairs or trade shows

Structure of a report  Executive summary  Company background  Objectives of the audit  Scope of the review  Current situation  Analysis ▪ Gaps ▪ Problems ▪ Opportunities to improve  Recommendations  Introduction of the auditor  Privacy statement  Appendices

 10 companies were audited in 2010 and 2011 in Hungary  5 active consultants were trained in Hungary (25 in Romania, 10 in Italy)  Extremely positive feedback from audited companies  Other business consultancy opportunities opened as the result of the audits

 SME  Number of employees 365  Main export markets: Slovenia, Serbia, Romania, Bulgaria and Slovakia  Sector: construction

 Introduction of the LCA service to the owner of the company  Interviews with the owner, managers and dealers  Collecting brochures and information about the company (including visiting its website)  Analysis of information  Feedback (report and presentation)

 To characterize and evaluate communication systems at the company with which the company communicates with its foreign partners.  To find unused (hidden) language resources.  To give recommendations for more effective use of the resources for improving export activity in order to optimize sales in foreign markets.

 The company successfully exports goods and services to foreign markets. Sales tripled since the foundation of the company. The company utilizes the post-soviet connections (especially in the machine production area).  Although there is some potential to increase sales in the two main markets (Romania, Serbia) the company is open to new markets, to establish new relations.  Company image is strengthened by a Hungarian and English website, by a DVD-ROM and other printed catalogues. Information is also available on Romanian and Russian languages in the brochures.

 Unfortunately Chinese websites can not provide enough information about the market due to the lack on Chinese knowledge. Communication with these clients is difficult because of bad telephone lines and the poor level of English knowledge of the clients.  In the areas of former Soviet countries businessmen rarely speak English while there are only a few retailers who can speak Russian on an appropriate level.  The central client service cannot be reached through the Internet.  Website: Downloading the reference film takes a long time (even if we save the simple version).

 More visits to Slovenian exhibitions would result more active presence in this market. Communication should be better between divisions.  More information is needed about the Chinese market. Skilled interpreter or a Chinese student could help in translating websites and collecting information.  The post-Soviet market is huge. More retailers are needed with proper Russian knowledge for these markets. Using a translator is not the best solution since there are huge cultural differences between the two countries.

 78% of the recommendations were implemented  New business consultancy opportunities opened  Training  Change management services  Coaching