This research series, created in collaboration with the International Chamber of Commerce, Jus Connect, and McCann Truth Central, provides key insights into the cultural and emotional factors influencing global business relationships.
Drawing from extensive research—1,701 surveys with business leaders and legal professionals, as well as in-depth interviews—the series explores core aspects of international B2B success.
Part 1 examined the powerful role of emotion in business, revealing how emotional dynamics influence everything from initial needs to enduring partnerships.
Exploring Part 2: Navigating Cultural Fluency in Global Business
Building on the emotional insights from the first installment, this second edition dives into the importance of cultural fluency in global B2B interactions. Moving beyond surface-level customs, this report identifies universal behavioral tendencies that shape business relationships. These behaviors, present across geographic lines, help explain cultural expectations and predict responses, enabling professionals to adapt their approach for smoother interactions.
This report offers actionable guidance for recognizing and working with varied cultural preferences to minimize misunderstandings and strengthen partnerships.
Download Part 2: Business Culture Fluency Reduces Friction to empower your team with a new framework for cross-cultural fluency in any global setting.
