Well, when more than one culture does business together. Typically, between two or more countries but also be within your own country if vast enough or already multiculturally diverse.

This can be when you export goods or services, importing products or solutions, reaching out to neighboring countries / regions or work in larger organizations. Those organizations could be your company having Partners internationally, subsidiaries or affiliate organizations in other countries. Foreign suppliers would be an example too.

Basically speaking, you will experience both internal and external pressures on your actions, beside the cultural and linguistic differences, which will have an impact on your interpretation and appreciation of the relationship with your contacts.

There is no way to avoid these pressures while carrying out your business / activity.

Only to be aware of your own cultural bias, be prepared to encounter misunderstandings even in well organized, structured and formal exchanges. There is no way to eliminate inter-human interpretations, especially of body-language. Secondly, to openly speak up when unsure, whenever possible (might be delicate) otherwise be humble and re-engage in a second exchange rapidly.

Needless to say, that PREPARATION is a major step towards smoother interactions as well as genuine willingness to reach a mutually agreeable outcome. Another key element is a common language – typically English, but your own language skills and cultural appreciations might be the best effort to solve any misunderstandings and build those necessary bridges.

I’ve been developing business internationally for almost 30 years, mainly within Europe being based in France without being French. I like cheese, beer and IT.