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The Truth about Cross-Cultural B2B Relationships - ICC - International Chamber of Commerce

The Truth about Cross-Cultural B2B Relationships - ICC - International Chamber of Commerce
In a strategic collaboration, the International Chamber of Commerce, Jus Connect, and McCann Truth Central produced a six-part global research report looking at the role of emotion, culture and behavioural tendencies and their impact on B2B relationships. This study was conducted through desk research, 1,701 new quantitative surveys with business leaders, and over 20 depth […]

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International Chamber of Commerce, Jus Connect, and McCann Truth Central have joined forces to produce a comprehensive six-part global research report on the impact of emotion, culture, and behavioral tendencies on B2B relationships. The study, which included desk research, surveys with business leaders, and interviews with global experts, offers valuable insights into the influence of cultural factors on business relationships and the differences in approaching and resolving disputes. The report introduces new principles for a cross-cultural playbook and emphasizes the importance of understanding business culture and practice. Key insights from the series include the impact of emotion and culture on B2B journeys, the role of business culture in reducing friction, the significance of cultural perspectives on contracts, the preference for amicable dispute resolutions, the integration of siloed departments into the B2B journey, and the need for customized approaches to B2B relationships. This collaboration aims to provide a new perspective on global business relationships, focusing on cultural fluency rather than geographic or economic criteria.

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