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Businesses planning to enter markets in unfamiliar cultural settings should spend significant time making those settings familiar before beginning any negotiations or other dealings in the new setting. Companies as a whole and representatives of the company who will be dealing with individuals from other backgrounds must become sensitive and aware of the cultural practices and expectations of the market they are entering if they expect to have success with business dealings.
Cultural practices regarding interpersonal communications, body language, relationships with persons of different ages or positions within the company, and methods of approaching business negotiations vary widely in different cultures and countries. Prior knowledge of the practices and expectations of the culture into which the business is entering is essential.
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