Marcus Bradford is the country manager of Backo Inc. in its Tanzania office. Backo Inc. is a multinational corporation that sells automobiles in various parts of the world and is headquartered in the California United States of America. The company has 87 subsidiary firms in different nations. At 37 years, Marcus, born and bred in the United States, was posted to Tanzania 4 years ago. Marcus has adapted to the cultural norms of Tanzania. In his first year in Tanzania, he upheld the American business culture of transparency, consistency, and predictability. He is conversant with the Swahili language, and the norms are now almost part and parcel of his communication. Before, he wouldn't mind saluting clients or colleagues by waving or just saying 'hi,' but now he believes that one needs to shake hands to show respect, care, and empathy.
In Marcus' communication, his intonation, language, and word patterns resemble his Tanzanian colleagues. Like the locals, he no longer sees money as the only business objective but combines both the social aspect and financial pursuit. Today, when he communicates with his employees or clients, he socializes like them and negotiates like them. When making business presentations, the manner he relays information resonates with the local culture. When launching a marketing campaign, Marcus coined a Swahili word to resemble the company slogan of "Taking you Places." He used the local language and terms that align with the Tanzanian culture. The interaction of Marcus with Tanzania clients through business correspondence is evident in Tanzanian cultural ideas and daily customs. Tanzanians are customarily concerned about each other's welfare and are the norm when one spends time inquiring about the well-being of the other's kin. He no longer strictly upholds the "time is money" concept but practices the locals' communication culture. Marcus' day to day business communication activities with the Tanzanian locals is the same as the locals to each other.
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