How important is cross-cultural competence in international trade?

As it turns out, backed by statistics, it is of utmost importance. A huge majority of all international initiatives will not see the light of day due to the fact that the impact of culture is all too often underestimated.

Together with the West Sweden Chamber of Commerce and some of my Global Associates, a group of people in trade will get valuable advice on how to prepare and significantly increase the chances of success.