What is culture?

and why you'll need it in export

Cultural insights

Navigating Cultural Understanding in International Sales and Marketing

Did you ever had the experience a deal  slipped through your fingers, leaving you scratching your head, wondering what just happened? If you’re involved in international sales and negotiations, understanding the role of culture could be the missing piece in your strategy. In this blog post, we delve into the intricacies of cultural understanding in international business and why it’s more important than you think.

Building Trust in an International Setting

Trust is at the heart of any transaction (be it a product, a service, or even an idea). Trust is especially critical when crossing borders because of varying norms and practices. Gone are the days when a handshake or a word was enough. Today, building trust requires understanding the context from which your clients come, including the culture in which they were raised.

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Culture: More Than What Meets the Eye

Many people use the iceberg model to describe culture: above the surface, you see food, dress codes, and language. But below the surface lie the real drivers: values, beliefs, and unspoken rules that guide how people think and behave.

  • Core Culture: This consists of deeply ingrained beliefs, values, and norms that people may not even be aware they possess. Core culture can influence fundamental worldviews, decision-making processes, and the way people interact with trust and authority.
  • Layers of Culture: These are the aspects of culture that are more apparent: things like language, attire, rituals, and symbols. While these are easier to identify and adapt to, they are frequently manifestations of deeper cultural elements. But they’re just the tip of the cultural iceberg.

Case Studies:

Trust and Avoiding Cultural Mishaps

Let’s look at some real-world examples where ignoring cultural factors led to failures in business negotiations or, vice versa, adapting towards the local culture resulted in growth.


US vs. Japan: In the United States, being direct and getting straight to the point is often valued. However, in Japan, this approach can come off as rude and disrespectful, as they value relationship-building and indirect communication. This indirect approach is called “reading the air”.
US webshop in Japan: This webshop succeeded in Japan by adapting to the high uncertainty avoidance culture. They offered a “cash on delivery” service, which greatly increased the Japanese consumers’ trust.

Fast Food chain in India: Understanding the collectivist and religious nature of Indian society, this fast food chain opted for a menu that respected local tastes and religious beliefs, building a trustworthy brand image.

The Middle East: The concept of time can differ significantly across cultures. In the Middle East, building relationships frequently precedes talk about products, services and business deals. This might be considered time-wasting for the American delegations, but it is essential to learn to know each other from a Middle Eastern perspective.

Culture Isn’t a Soft Skill—It’s a Growth Strategy

As international markets become more accessible, understanding and embracing cultural diversity has moved from a “nice-to-have” to a business essential. Trust, relationships, and communication are all culturally bound—and ignoring that reality can cost you.

In our next blog post, we’ll go deeper into practical applications: how to embed cultural intelligence into your global marketing strategy using data, storytelling, and empathy.

 

Why Culture Is Critical in International Business

In today’s interconnected economy, cultural fluency is no longer optional. A culturally informed approach helps you:

  • Build stronger relationships with stakeholders

  • Enhance your >brand reputation in new markets

  • Prevent conflicts and miscommunications

  • Negotiate more effectively and close better deals

How to Develop Cultural Intelligence

It’s not just about avoiding mistakes. It’s about gaining a competitive advantage. Here’s how to grow your team’s cultural IQ:

  • Training: Invest in cultural training for your sales and marketing teams. It pays off.
  • Consulting: Work with cultural advisors to guide your approach in specific regions.
  • Local Partnerships: Collaborate with local firms to access on-the-ground insights and build cultural credibility.
  • Analytics & Behavioural Data: Analyse your digital data to spot cultural behaviour patterns. How do different audiences engage? What content resonates in each market?

Cultural segmentation isn’t just a theory; it’s a way to turn analytics into market-smart decisions.

Culture Isn’t a Soft Skill: It’s a Growth Strategy

As international markets become more accessible, understanding and embracing cultural diversity has moved from a “nice-to-have” to a business essential. Trust, relationships, and communication are all culturally bound, and ignoring that reality can cost you.

In our next blog post, we’ll go deeper into practical applications: how to embed cultural intelligence into your global marketing strategy using data, storytelling, and empathy.

Stay tuned.