Being a cross cultural specialist, it always amazing how little we pay attention to the cultural dimensions of how countries handle financial and economic hardship. In every way, the values and attitudes of diverse countries play out in their reactions to social change brought about by economic upheaval. We are witnessing some of the most traumatic events in our planet’s history, both economic, environmental and political, and the reaction to these events is very different in different countries.

Yet not all challenges faced by companies seeking to expand internationally are so tangible in nature. When negotiating a path through new and unfamiliar markets, cultural considerations can all too often be underestimated or swept under the carpet as an afterthought. In actual fact, managing the cultural implications of international expansion is a non-negotiable ingredient for its success.


“Companies are eager to expand inter-nationally and MENA has been earmarked as a key growth area. This is because of the continent’s strategic position in relation to the lucrative Eastern markets. North Africa has also been described as a continent of high profits as the start-up capital, when generated inter-nationally, is relatively low when compared with European or North American projects.”

Comprehensive and professional cross cultural orientation offers a practical guide to the cultural components of international business, based on each individual client’s real needs and working towards practical solutions.
The shifting sands of the economy will continue to throw up some uncertainties for organisations over the medium term, but one certainty is that the wave of globalisation sweeping across the world will bring companies under growing pressure to manage their international operations in a more efficient and cost-effective manner.