Select a delivery method that minimizes cultural reluctance. Sometimes only one aspect of the service provision is linked to cultural factors, and often it is not a critical feature. Emphasize benefits Willingness to innovate is more complicated than just being open to taking risks. Since customers are in general engaged at some level in the service delivery process, innovations pose an effort cost for customers in the form of having to learn a new service or service delivery system. The perceived enhancement in benefits received needs to be great enough to offset this cost.
Cultures vary in the way people are socialized to make decisions.
For those from more collective cultures, the decision-making process is more likely to begin with consulting respected and trusted persons, and may or may not include consideration of more impersonal sources of information. In addition, those from collective cultures that value relationships more than efficient task completion are likely to try an innovation simply because it is offered by a service provider to whom they are loyal. You can often test cultural compatibility by providing services to foreign firms from your target market that are operating in your country. Not only are such sales easier to manage than service delivery abroad, but they can also provide your firm with an opportunity to learn about cultural differences in a context where your customer may be more understanding of your cultural assumptions. Our cultural values provide an unconscious world view into which we are socialized and which we use to socialize others.