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Importance of Incorporating Cultural Sensitivity


In current international business, it is a commonplace to transact business with clients from the sphere. Whether interacting with producers from other countries or constructing an office in a different state, it’s essential to be cautious of the cultural customs of other individuals around. The clientele can be from diverse regions of the globe, even if they are domestically placed in one centre; hence the importance of cultural sensitivity cannot be underestimated.

It is critical for a business to know the cultural sensitivity and differences of global clients (Pandey & Charoensukmongkol, 2019). Cultural sensitivity entails being mindful of other cultures; hence appreciating and understanding the cultural variations and recognizing the differences and similarities assists individuals in communicating effectively and generating meaningful interactions. Therefore, being sensitive, flexible, and loyal to the clients of another culture when doing international business results in good communication and little misunderstanding, leading to great success.

Minimize communication obstacles

The major obstacle to cross-cultural business transactions is communication. The business stakeholders can communicate in a different dialect or language, which may not be familiar. Despite English being the most used as the international business language, people have different fluency rates. In some regions of the globe, communicating directly and openly is typical in the business. However, more nuanced phrasing is viewed as an appropriate business character in other areas. As a result, it is essential to know how one’s business clients communicate, so one must ensure the message is not distorted in translation.

Showing respect and empathy

The main objective of being culturally aware is to give others respect. One should strive to learn about workers, clients, and stakeholders; this means you recognize your interaction with them by sharing in their customs. Therefore, critical to incorporate sensitivity when transacting with global customers since it permits one to reflect empathy and respect. Hence the business must respect the cultural norms, beliefs, and values which the clients are reciprocating to you, in that there is mutual understanding.

Doing cultural research

Cultural business in transacting includes learning and preparing concerning the varied culture with which the company operates. However, the business’s feeling toward cultural awareness must begin at the top. Generate the significance of cultural awareness into the organization’s guidelines and policy so that the workers understand to give every person respect they require despite of whether or not they are of diverse customs. Induce the influence of not being ethnically aware so that the workers can know the magnitude of this issue.

If the organization transacts with individuals from a specific nation, for instance, give the workers training so that they may understand and learn the cultural value of that nation. Lead as an example and participate in the training. If the client service representatives constantly communicate with individuals with diverse native dialects, one should think about learning little critical phrases in those dialects together as a group. This reflects the clients how often one values their business and shows the works the necessity of cultural awareness.

Reviewing workplace Etiquette

One should understand the organizational etiquette values of the business clients. The culture takes great responsibility for how body language is used to communicate in a business transaction (Alsharif et al., 2019). For instance, in North America, generating eye contact in business dealing reflects transparency and an effort to build a connection. Nevertheless, maintaining eye contact with an individual of the opposite gender may be perceived as wrong in the Middle East. In some places around the globe, frontline workers do not create eye contact with their superiors since it is regarded as rude. Inadequate cultural insensitivity cases involve making eye contact with persons from a culture where it has frowned upon.

In most occurrences, what is not mentioned is also a cultural difference. In some western states, silence is viewed as an issue. It reflects that the individual who is being addressed is not interested or paying attention. Similarly, silence may be relied on to depict an agreement in various Eastern nations. However, it is critical to have time for silence in a few aboriginal cultures before responding to a question.


If greeting a business partner from a diverse culture, it is essential to give verbal signs of welcoming locally, which will differ by culture. Depending on the global trade administration, individuals can shake hands, kiss, and locate palms together to their front chests or hug. Therefore, it is vital to understand which greeting approach better prevents building a mess situation or offending.


Doing global business transactions requires patience, as misunderstandings usually happen, and business operations may shift a lower momentum than in developed states. Being determined on the lasting objectives, instead of acting abruptly in the short-term, tends to generate constructive results in international business operations.

For instance, business talks in Asia happen to circulate more rounds before approval for a business to shift forward. This usually looks insignificantly slow to western individuals. However, patience with cultural variations like these is an aspect of transacting internationally.

Keeping an open cultural mindset

Keeping the appropriate mindset for global business is essential. The benefit of being aware, transparent, and flexible to the beliefs of a different culture when transacting international business results in good communication and fewer misunderstandings, which may result in more achievement. Organizations must use the local dialect to communicate sometimes literally (Landenberg, 2019). For instance, according to Shopify Plus, talking in an aimed culture’s dialect may make or smash international e-commerce markets, with sixty-five percent of clients choosing their buying experience to be in their dialect.

There are several cultural variations in business, and the rule on the subjects varies from how contracts are brokered to the attitude to show potential business members in negotiation. To achieve in companies with varying cultures, organizations ought to do better in cultivating the correct mindset in their own organizational cultures. Since cultural variations are different as they are more in the international business, it requires knowledge and awareness to handle them in a better approach.


Understanding global cultural variations in business is an integral part of achievement internationally. Through finding time to know and understand a different culture, business clients and professionals, may reflect incredible respect to their partners and help create lasting and honest interactions. Ranging from how business transactions vary from one nation to the subsequent cultural anticipations on excellent behavior, understanding how best to relate with others may make all the diversities in a business transaction.


Alsharif, N. Z., Khanfar, N. M., Brennan, L. F., Chahine, E. B., Al-Ghananeem, A. M., Retallick, J. … & Sarhan, N. (2019). Cultural sensitivity and global pharmacy engagement in the Arab world. American journal of pharmaceutical education83(4).

Landenberg, Y. (2019). The impact of cultural sensitivity on business growth in the container shipping industry. Nottingham Trent University (United Kingdom).

Pandey, A., & Charoensukmongkol, P. (2019). Contribution of cultural intelligence to adaptive selling and customer-oriented selling of salespeople at international trade shows: does cultural similarity matter?. Journal of Asia Business Studies.


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