Business language, greetings, titles, business cards, conversational topics, negotiation, introductions, business meals, public behavior … need I go on? All these and more need to be handled within the culture where you are doing business. Tips and guidelines are available for many cultures.

But what about colors, pricing standards, truth in advertising, humor, product naming, packaging? Culture drives attitudes and behaviors in business partners and would-be customers, and new market entrants need to be ready to adjust – to “localize” where it’s important.

Look at how people buy and sell: trying to export channels strategies that work in one country may feel more like a square peg in a round hole:

Japan has many layers of small players
Brazil has many small shops
Argentina mall was like being in the US

Cultural differences can trip you up if you don’t pay attention – little things mean more, so do your homework and pay attention to detail right from the beginning! Bonus: you’ll have more fun and build stronger relationships!

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