Exporters must take heed of market cultural dynamics

UNDERSTANDING market cultural dynamics is critical if local entrepreneurs are to make a significant impact and attract more buyers in the export market, an expert has said.

In a recent presentation during the “Next She Exporter” programme held in Bulawayo, ZimTrade assistant trainer, Mrs Sandra Gumbo, highlighted the importance for women entrepreneurs to understand cultural practices, market demands, and the efficiency levels of their products before exporting.

Participants of the ZimTrade’s Next She Exporter training programme at Mavuna Lodge in Bulawayo

“Some communities are conservative, while others are individualistic. Therefore, it is important to assess the structures within that community to better understand how to communicate with people,” she said.

“It’s also important for women in business to commit to cultural adaptation, cultural awareness training sessions, language training, cultural immersion, and cross-cultural mentoring to maximise market penetration when exporting.”

Mrs Gumbo explained that certain market communities favour short-term partnerships, prioritising immediate gains over long-term planning and goals. She advised women exporters to capitalise on these opportunities by maximising their returns in the short term.

She also emphasised the importance of understanding communities with high uncertainty avoidance towards products. This means such communities are hesitant to quickly accept new products introduced by exporters as they take time to embrace change.

ZimTrade three-day training programme at Mavuna Lodge in Bulawayo

“Some communities are reluctant to take risks, making it difficult for them to trust a product. However, it is important to assess such dynamics, as other communities are indulgent, meaning they can take risks,” she said.

Mrs Gumbo further advised female exporters to recognise the patriarchal nature of some societies, which makes it difficult for women to become relevant in the business environment. She noted that some countries are not welcoming to female entrepreneurs, as men in these communities practice centralised decision-making processes.

In addition, women were encouraged to integrate technology into their businesses to improve operational efficiency and optimise supply chains.

“Technology facilitates automation, streamlines workflows, provides data-driven insights and aids in informed decision-making processes,” she said.

Mrs Gumbo advised women to understand the reasons behind their decision to enter a particular market and export products. She stressed that if they choose to do so, they should register as an exporter with the bank, comply with necessary trade agreements, follow Zimbabwe Revenue Authority (Zimra) regulations, and register on the Reserve Bank of Zimbabwe’s computerised export payments exchange control system (Cepecs) through the bank.

The Next She Exporter programme is a targeted initiative designed to equip women entrepreneurs with the skills and knowledge necessary to succeed in export markets.-ebsinessweekl