National culture is one of the most ignored aspects of international trade show programs. Neglecting subtle nuances in cross-cultural business can be devastating, as unrealized components of culture can damage business relationships and nullify marketing efforts (…)

Don’t miss his presentation about Cultural Frameworks: MON 17/02/20, 14:30-15:00, Expo + Event Stage, close to the IFES Global Village (Hall 4 Booth 39)


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