14:3015:00 17. Feb 2020
14:3015:00 17. Feb 2020 iCal myOrganizer
Expo + Event Stage


National culture is one of the most ignored aspects of international trade show programs. Neglecting subtle nuances in cross-cultural business can be devastating, as unrealized components of culture can damage business relationships and nullify marketing efforts. Recognizing that all business is conducted within the “context of culture” helps one to see things from a totally different perspective. This session provides a brief overview of the various dimensions of culture which should considered when exhibiting in other countries, such as:
• ethnocentric vs. cultural context approach
• individualism vs collectivism
• age vs. youth
• perspectives on time
• power distance index
• communications – verbal and non-verbal
• gender views and masculinity index