The Art of Building a Successful Cross-Cultural Business

Succeeding in international business can be tricky. It's complex and nuanced, and it is filled with different cultures, market needs, and business practices—all of which you need to understand to succeed. 

As the Director of International Strategy at Open Medical and an expert in this field, Moh Thudor has years of experience and knows how to work effectively in a cross-cultural setting. So let's take a closer look at Moh's practical insights for thriving in the global business world.

Image created by Rudy Chidiac. © Open Medical 2024. All Rights Reserved

Cultural sensitivity at the centre

First and foremost, Moh emphasises the importance of cultural sensitivity. 

"It’s not just about understanding legal norms but embracing local customs, traditions, and the unspoken rules," he says. 

He suggests investing in cultural sensitivity training to help “prevent costly errors, protect your company’s reputation, and ensure your strategies resonate with each local market.”

Communication beyond words

While understanding the local language does provide a big advantage, Moh points out that communication extends beyond words. "It's about understanding non-verbal cues and the context of conversations," he explains. 

Moh notes that in Spain, for example, close personal space and physical contact, such as pats on the back, are common and contribute to building a strong rapport in business meetings. Meanwhile, in Japan, eye contact plays a huge role in communication, and silence during a meeting shows thoughtful considerations and respect for the speaker rather than discomfort or disagreement.

Different perceptions of time, space, and even silence can completely change the meaning of a business conversation. So understanding these nuances is important to avoid misunderstandings and build solid relationships.

Trust born of relationships

Business hinges on trust in many cultures, and this trust is built on personal relationships. 

This will vary between cultures, with some cultures putting more emphasis on the relationship. “In Saudi Arabia, China, and South Korea, for example, personal relationships hold more weight than formal agreements,” Moh explains. “They’re not just here for business; they want to have meaningful relationships with the people they work with.”

To achieve genuine connections, he stresses the importance of taking time to engage with local communities and business partners. “Participate in local events, show interest, and invest time,” he advises. “When Open Medical expanded in Saudi Arabia, we engaged with the community and the culture a lot. We spent time with our business partners outside of formal meetings, such as by sharing meals. This really strengthened our relationships.” 

But importantly, “building trust is not something that can be hurried. It takes time but it is absolutely essential and forms the foundation for all our future business engagements,” Moh says.

Be adaptable

Each market, with its unique consumer behaviour and preferences, demands flexibility. 

He explains that at Open Medical, “we don’t just introduce our offerings; we adapt them to align with local expectations. This might involve modifying our marketing strategies or business models, because true innovation respects and integrates seamlessly into the local market.”

Leverage team diversity

Moh is a firm believer in the power of a diverse team. “The varied cultural insights our team members bring to the table let us solve problems creatively and tailor our strategies to be culturally respectful and effective,” he says. 

Moh gives an example of expanding to the Spanish market: “Having a native Spanish person on our team at Open Medical really helped to inform our strategies and adapt them to the local market. She also gave us insights that helped make our marketing efforts more effective.”

Team diversity is invaluable and needs to be effectively leveraged when planning approaches to new or expanding markets.

Different success metrics

“Success is highly contextual,” Moh says. 

You need to tailor success metrics to fit each market's cultural values and expectations. “In some places, immediate financial outcomes are more important. In others, long-term relationships and brand presence weigh more,” he explains. 

You need to understand and align with these different metrics to understand what will be most valuable.

Building bridges, not just businesses

Moh Thudor's approach to international business is not just about building successful enterprises. It's about fostering mutual understanding and respect across various cultures and effectively responding to the distinct needs and contexts of different markets.

"Here's to building not just successful businesses but bridges between cultures," Moh concludes.