When expanding your trade show presence to an international stage, it’s important to understand the nuances of culture in each region of the world. Cultural understanding leads to better business practices and will be the difference between failure and success. It’s just that important. There are many aspects of business to consider when exhibiting internationally.
The goal of this book is to help you:
- Gain an appreciation for cultural differences in cities around the world
- Think about dimensions of culture you might not have considered before
- Understand how trade shows vary across the globe
- Learn how to market to people who live and work in other cultures based on their mindset