This is a two part session. Part II R506 offered Thursday at 10:00 AM - 11:30 AM.
Understanding national culture is key to creating a successful international trade show program, while neglecting subtle nuances in cross-cultural business can damage business relationships and nullify marketing efforts. Learn to see things from a totally different perspective by recognizing that all business is conducted within the context of culture. We will share practical insights to help you understand the cultures you are trying to reach, and share strategies for building bridges across cultural divides. Discuss aspects and approaches including:
• Ethnocentric vs. cultural context approach
• Individualism vs. collectivism
• Age vs. youth
• Perspectives on time
• Power distance index
• The "American" way
CTSM Candidates with 5 or more years of experience may
take this session in place of certain five-digit required sessions, with prior approval.