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Women and International Trade
Teresa Guillén Zulueta
9th of July 2020
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§ion=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
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