After a successful entry into the French market, a Malaysian firm targets Germany as their next move. The decision has been made to rent some space at the Frankfurt Fair and to call on the French marketing director of the Paris subsidiary in order to give a hand during the fair.  As the French marketing director speaks fluent German, she knows how to handle German prospects...That is a winning case… but is this certain?

The time is long gone the time where language proficiency was the only criteria for international trade. The numerous cultural mistakes made during the different steps of promoting and selling have made it clear that sellers must develop their cross-cultural competence. Today comparative research features numerous cultural differences across each continent. Expertise in dealing with French customers does not preclude any ability to perform with Germans.