This final report in the cross-cultural B2B research series—developed by the International Chamber of Commerce, Jus Connect, and McCann Worldgroup Truth Central—explores the disconnect between admired leadership traits and the values that drive everyday success in global business relationships.
Drawing on 1,701 survey responses, qualitative interviews, and natural language analysis, this study provides actionable insights into how leaders are perceived, how stereotypes influence recognition, and how trust and empathy shape sustainable business practices.
Previous Reports in the Series:
- Part 1 – Examined the role of emotions in B2B decisions, demonstrating their influence on trust and business outcomes.
- Part 2 – Focused on cultural fluency, offering strategies to reduce friction and improve collaboration across business cultures.
- Part 3 – Analyzed the balance between contracts and relationships, exploring how structure and adaptability lead to lasting success.
- Part 4 – Explored win-win approaches to dispute resolution, providing tools to move beyond power-based tactics toward mutual growth.
- Part 5 – Investigated how siloed departments hinder cross-functional collaboration and global alignment, recommending ways to integrate expertise throughout the business journey.
Diving into Part 6: One Size Does Not Fit All
This final installment explores how perceptions of leadership differ from the values that actually drive B2B success—and how bias in visibility and recognition can limit organizational growth.
What you’ll learn:
- Admired traits differ from practical values: While traits like innovation and vision dominate perceptions of admired business leaders, values like trust, honesty, and care are most important in day-to-day decision-making.
- Stereotypes influence recognition, not behavior: Despite common stereotypes that associate women with empathy and men with ambition, data shows 90% of business behaviors across genders are the same.
- Leadership potential is equally distributed: Women and men are just as likely to display strategic, pragmatic, decisive, or innovative styles. Differences in recognition may stem more from cultural perception and confidence expression than capability.
- Empathy and integrity fuel long-term success: Business leaders prioritize values that foster lasting relationships. Empathy, clarity, and ethical decision-making are viewed as essential, not secondary, to innovation.
Download Part 6: One Size Does Not Fit All to uncover how perception shapes performance—and how inclusive, relationship-driven leadership can unlock new potential across global business cultures.
