Global business

Over the past two months I have been traveling extensively around the world. Covering a lot of ground in a short time is an educational, if tiring, experience. It is interesting to see that on the one hand many consumer tastes are becoming similar. Young people wear the same clothes, use the same cellphones, and drink the same Starbucks. However, many cultural differences persist. We will make a big mistake if we assume that because so much behavior is the same, that people think in the same way. Cultural sensitivity is key to enjoying and being successful in a new country.