This research series, developed with the International Chamber of Commerce, Jus Connect, and McCann Truth Central, explores the cultural, emotional, and structural factors shaping global B2B succes
Based on over 1,700 surveys, more than 20 hours of interviews, and extensive research, the series provides strategies to address the complexities of international business and disputes.
Previous Reports in the Series:
- Part 1 – We explored how emotions influence B2B decisions, showing that positive and negative emotional engagement drives trust and outcomes.
- Part 2 – We highlighted the importance of business culture fluency, emphasizing how understanding cultural behaviors can minimize friction and improve collaboration.
- Part 3 – We examined the balance between contracts and relationships, providing insights on integrating structure with adaptability for long-term success.
Spotlighting Part 4: Win-Win vs. Win-Lose
The fourth installment investigates why disputes are growing twice as fast as global trade and how businesses can resolve conflicts effectively. While most business leaders prefer win-win solutions, many still struggle to implement them in practice, often falling back on power-based tactics or reactive litigation.
This report uncovers:
• Why contract negotiation and onboarding are high-risk, low-attention phases in the B2B journey.
• The gaps between leaders’ preference for collaboration and the reality of escalating arbitration cases.
• How to embed interest-based dispute resolution approaches into contracts and processes to foster trust and mutual growth.
Download Part 4: Win-Win vs. Win-Lose to uncover actionable insights for creating effective, collaborative strategies that prioritize long-term success over confrontation in global business relationships.
