“Despite popular beliefs to the contrary, the single greatest barrier to business and social success is the one erected by culture"
Edward T. Hall and Mildred Reed Hall
Hidden Differences: Doing Business with the Japanese
Unsuspecting companies may at times underestimate the impact of cross-cultural awareness in business dealings. But it could appear in the form of delayed or abandoned projects, misunderstood communications, frustrated employees and a loss of business and reputation. The costs of cultural myopia and the inability to adjust can be staggering.
By definition, cross-cultural awareness means not only becoming culturally fluent in other cultures but also having a solid understanding of your own culture.
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Take the first step towards better Cultural Awareness