Changing Perceptions in the Global Economy

Perception is how we view, understand, and interpret the things around us. For international trade specialist, Ja’Nel Edens, a global mindset starts with changing your perception and thinking of yourself not just as a citizen of your nation, but as a global citizen. She states, “We must recognize that we are all interconnected in some way. We share similarities with other cultures outside of our own country and we are part of one big world, even though we are separated by waters.”

For Edens, this awareness of being a global citizen started with her upbringing. She was born in Brooklyn, New York, and grew up in Northern Virginia; however, her family is from Belize and of Garifuna descent. An early understanding of her ethnic heritage motivated her to study international relations during her undergraduate studies, and later serve as a Peace Corps volunteer in Madagascar. Now based in Washington, DC, Edens works as an international trade specialist at the Department of Commerce’s International Trade Administration within the Office of Africa. Her portfolio covers eight markets across West Africa, including Ghana, Côte d’Ivoire, Senegal, Sierra Leone, Liberia, Guinea, Guinea-Bissau, and Cape Verde. “Because I was introduced to a global mindset at a young age, I was aware of the broader context in which I lived. An early exposure to other countries paired with limited teaching about the world in primary and secondary schooling led me to inquire about other places around the globe such as Africa and Asia,” she explains.

Edens’ global mindset from her childhood followed into her current role. She states “analyzing the trade flow of goods and services between the U.S. and various countries across West Africa is a key part of my job. I use a global mindset to understand international trade policies and identify areas of commercial cooperation between countries. Consequently, I engage extensively with foreign officials abroad and must be mindful of cultural etiquette, business customs, and social practices”.

Of the global mindset competencies, she states cultural curiosity, relationship building, and diversity are most important. She credits her cultural curiosity during her time in Madagascar with the Peace Corps as the motivation for pursuing business school. Edens tells the story of how she witnessed a French-Malagasy business owner changed its consumer strategy by adapting a boutique grocery store to appeal to local Malagasy customers. The store owner recognized the need to attract more customers and redesigned the exterior of the building by adding a fruit drink concession stand. The open store layout and affordable prices brought a new wave of local customers who not only purchased drinks but other products sold in the store that they wouldn’t typically purchase.” Edens was impressed with how this small adjustment led to a change in local consumer behavior. This encounter, along with other experiences in the country moved her to explore the role of the private sector and its impact on economic growth.

Edens says the course offerings are what led her to the University of Maryland Smith School of Business. “There were courses like the global business course and global consulting practicum, both of which aligned well with my professional aspirations. Smith School also offered crosscutting courses in data management and marketing which made the program more attractive. It was the program diversity that caught my interest,” she says.

She advised current students and fellow alumni to travel and fully immerse themselves abroad. “I always advocate for traveling to get a first-hand experience of another culture in another country, and to develop cultural intelligence. Traveling also opens opportunities to gain an understanding of other views, perceptions, and beliefs which are different from your own. From a business perspective, a better understanding of local perceptions positions you to better align your product or service to your customer’s wants, needs, and preferences”, Edens explained.

The Center for Global Business is committed to diversity and inclusion and showcasing the unique experiences of often-overlooked identities that exist fully within the global business ecosystem. Edens emphasizes that while being American may have its challenges when doing business (or traveling) internationally, having an intersectional identity has its advantages. “I have found that within the broader global marketplace, there is a greater emphasis on cultural identity, educational attainment, and professional background. Meaning that depending on the location and context, it has proven helpful for me to highlight that I am a bilingual woman of Afro-Caribbean descent, born and educated in America and working within the global trade arena. This plurality has enabled me to have a platform to apply a global perspective and tap into the heart of businesses around the world to help them succeed. What lies beneath people’s decisions to spend money as a consumer or invest in new products is often a sense of understanding crossing cultural boundaries, what your company has to offer in a new cultural context, and understanding a new culture well enough to help others feel at ease or even eager to make your vision a reality.” she concludes.