Doing business is different in each global market. If you ignore those differences, it affects your bottom line costs and international business success.
Without training, expatriates on a new assignment will waste valuable time trying to understand and navigate the new culture surrounding them. They may experience social faux pas that not only affect them personally, but could lead to lost business.
Companies that are doing business overseas already, or looking to start in a new international market, need to increase their cultural awareness and language skills for more effective communication with their global customers and partners.