Paris, 21 May 2024
The executive summary of a groundbreaking new study on the intricate dynamics that characterize cross-cultural B2B relationships is now available for download.
“The Truth about Cross-Cultural B2B Relationships,” a pioneering study by the International Chamber of Commerce (ICC), Jus Connect and McCann Truth Central, marks a significant milestone in advancing comprehension and methodologies within the realm of international business interactions, as well as those in legal services.
Leveraging McCann Worldgroup’s expertise in global marketing and communications, the report is a culmination of extensive research, including insights from interviews with over 1,700 business leaders and legal professionals across nine countries.
The report’s Executive Summary delves further into the profound impact of emotions and cultural fluency on B2B interactions, offering insights to navigate complexities and foster successful outcomes in cross-cultural business and legal environments.
The actionable insights aim to assist businesses and law firms to develop more effective communication strategies and enhance global trade practices. The report also serves as an effective educational and training resource, guiding policy recommendations and advocacy efforts.
The “Truth About Cross-Cultural B2B Relationships” is an indispensable tool for business leaders, decision-makers, and lawyers aiming to build and maintain successful international partnerships. Illuminating the path towards culturally sensitive and strategically sound business practices, the report serves as a guidebook for the future of global B2B interactions.
Claudia Salomon, President of the ICC International Court of Arbitration, said:
“In our increasingly interconnected world, understanding the intricacies of cross-cultural business-to-business relationships and practices is paramount. The ‘Truth About Cross-Cultural B2B Relationships’ report, a fruitful collaboration between ICC, Jus Connect, and McCann Truth Central, serves as a beacon of insight for navigating the complexities of the ever-evolving global business landscape, empowering us to adapt to current and future trends. As we continue to unveil new ‘truths’ from the study in the coming months, we invite business leaders to embrace its strategic outlook and cultivate more effective, harmonious partnerships across borders.”
Jean-Rémi de Maistre, CEO and Co-Founder of Jus Mundi, emphasized how the report’s findings align with the innovative approach of Jus Mundi’s sister platform, Jus Connect:
“With Jus Connect, our belief is that selecting arbitration professionals should be a transparent, data-driven process. The ‘Truth About Cross-Cultural B2B Relationships’ study not only complements this belief but expands upon it by highlighting the critical role of cultural intelligence in making informed choices. These choices pertain to arbitration and extend to all forms of collaboration, aligning seamlessly with our commitment to data-driven clarity and objectivity in the realm of international legal decisions.”
Report findings underscore the profound impact of emotions and culture on B2B journeys, highlighting the need for businesses and law firms to prioritize emotional intelligence and cultural awareness among teams. It also unveils the emotional rollercoaster experienced throughout various stages of cross-cultural B2B relationships, urging regular communication to address highs and lows effectively.
Cultural fluency emerges as a cornerstone for business success, with strategies tailored to resonate with diverse cultural preferences. These strategies foster stronger collaborations and drive innovation opportunities. Additionally, the report highlights the evolving role of legal counsel, advocating for their deeper integration into the B2B journey to navigate complexities and safeguard partnerships.
Armed with these insights, businesses and law firms are urged to implement actionable strategies to enhance relationship-building, adaptability, and conflict resolution across cultural boundaries, ultimately paving the way for more fruitful and harmonious international collaborations.
“The Truth about Cross-Cultural B2B Relationships” was presented at the 8th edition of the ICC European Conference on International Arbitration. The full report will be released as a six-part series of white papers later in the year. Examining the role of emotion, culture and behavioral tendencies in B2B relationships, the white papers will cover:
- Emotion and Culture Impact Decisions
- B2B Relationships: Emotional Journey
- Cultural Competency is Key
- Contract Flexibility Varies
- Behavioural Cues Matter
- Prefer Non-Legal Dispute Resolutions
For further information or inquiries, please contact:
ICC Press Contact
Randa El Tahawy
randa.eltahawy@iccwbo.org | +33 149 53 29 92
Jus Connect Press Contact
Louise-Camille Bouttier
louise-camille.bouttier@rumeurpublique.fr | +33 6 18 73 74 00
McCann Truth Central Press Contact
Scott Berwitz
scott.berwitz@mccann.com | +1 (646) 865-2000
About the Organizations
The International Chamber of Commerce (ICC)
The International Chamber of Commerce (ICC) is the institutional representative of more than 45 million companies in over 170 countries. ICC’s core mission is to make business work for everyone, every day, everywhere. Through a unique mix of advocacy, solutions and standard setting, we promote international trade, responsible business conduct and a global approach to regulation, in addition to providing market-leading dispute resolution services. Our members include many of the world’s leading companies, SMEs, business associations and local chambers of commerce.
Jus Connect
Originating from the extensive Jus Mundi arbitration and international law database and empowered by Conflict Checker, Jus Connect epitomizes informed decision-making. We provide legal teams with unparalleled data-backed profiles and analytics, enabling them to strategically choose external counsel, experts, or arbitrators while avoiding conflicts of interest. But it’s not just about selection; law and expert firms find in us a partner that amplifies their reach and revenue. With our tailored business development solution, arbitration teams can showcase their practice, setting them apart in a competitive market. Jus Connect is not just a platform; it represents the intersection of data-driven insights and professional growth in the arbitration domain.
McCann Worldgroup Truth Central
McCann Worldgroup Truth Central is McCann’s global intelligence unit dedicated to unearthing the macro-level truths that drive people’s attitudes and behaviors about life, brands, and marketing. Truth Central leverages its expertise in global marketing and communications to navigate and articulate complex cultural nuances, shaping insights that drive strategic business decisions.
