Whether we recognize it or not we live in a global marketplace in which markets are local.

In years past it very rarely crossed our minds that we – when I say we I’m talking about us as individuals - would be interacting with both partners and customers from around the world on a daily basis. We knew the hot buttons, morays, and culture of our markets because our clan was part of the market. Today that really isn’t the case. We communicate with ex-patriots in Eastern Europe, have running dialogues with Australians, and have partnered locally with a friend who matured in the business environment of China.

We all deal with an amalgamation of local markets to service our customers. It thus behooves us to understand cultural orientations and how it influences an individual’s perception.

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