If you want the opportunity to build a global brand and work with an international customer base, it is necessary to be culturally sensitive.
This is the act of being aware of cultural differences and similarities, but also keeping in mind that not one culture is "right" or "wrong" in what they do. Not only does this show your tolerance for others, but it also gives you the ability to generate a larger customer base.
In today's business world, global relationships and brands are helping to grow small companies into large enterprises. Ensuring that you and your brand demonstrates cultural sensitivity will help to improve your current relations, as well as help to build new ones.
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