In the article, “Understanding Cultural Differences in Business” by Susan Brown, she explores the reasons to “how differences in culture affect business communication and conduct.” When people get involved in international business, they must indulge themselves in the cultural differences. The article touches on some of the terms in the chapter that they suggest to follow if you get involved in international business. People must identify if the culture is monochromic v.s polychromic, explicit vs. implicit, individualism vs. collectivism, and masculinity vs. femininity. Also, they must look at power distance and uncertainty avoidance. This article grabbed my attention and stresses the importance to learn and adapt to culture in order to not fail. Having a well-rounded understanding of cultural differences will allow you to grow as a business person and have the ability to be sensitive towards them.
Brown, Susan. "Understanding Cultural Differences in Business: How Differences in Culture Affect Business Communication and Conduct." Globalization. Web. 28 Jan. 2010.