Doing business across cultures: How to prepare, adapt and build trust
Doing business across cultures: How to prepare, adapt and build trust
Business culture affects much more than etiquette. It can shape how trust is built, how negotiations unfold, how contracts are understood, and how companies respond when expectations differ.
As businesses diversify into new international markets, cultural awareness is becoming a practical part of trade readiness. In this FITTskills Live Webinar, Marvin Hough, CITP, President of MIRA Services, will share practical insights from his international trade facilitation experience, including a 30-year career with Export Development Canada and overseas assignments in India, China, and Mexico.
The session will explore how culture affects market entry, relationship-building, communication, negotiation, partner management, digital trade, localization, and customer expectations. Marvin will also discuss why companies need to look beyond stereotypes and consider regional, industry, organizational, professional, and individual factors when preparing for international markets.
Participants will leave with practical considerations they can apply before market visits, virtual meetings, trade shows, partner conversations, and negotiations.
Join us to learn:
- Why business culture matters in international market development
- How culture influences trust, communication, negotiation, partnerships, and digital trade
- Where cultural factors can show up across business functions
- How to prepare for cultural differences without relying on stereotypes
The session will include a 30-minute presentation and discussion followed by 15 minutes of live Q&A.
Date: Tuesday, October 27, 2026
Time: 1:00-1:45 PM ET
Location: Online
