Beyond Handshakes: Why Culture Matters in International Business
Introduction Imagine being a US citizen, looking to expand your business into The Japanese market. Upon your arrival, you naturally extend your hand for a firm handshake, initiate a small talk, and address your counterparts by their first names- practices appropriate and expected in American business culture. However, you are soon encountered with puzzled expressions and subtle discomfort. In Japan, such behaviours can seem disrespectful, where bowing is the customary greeting and formality is deeply valued. This scenario displays a common challenge faced by the Multinational Corporations (MNCs) operating on the global stage: CULTURAL DIFFERENCES. Every culture has its own unique set of communication styles, norms and business etiquettes. What is considered standard practice in one country may be inappropriate or misunderstood in another. Failing to recognise and adapt to these differences, can result in miscommunication, damaged relationships and even the breakdown of negotiatio...