ICC publishes research on cross-cultural B2B relationships

Article summary

The International Chamber of Commerce (ICC) has started publishing a six-part global research report, in collaboration with Jus Connect and McCann Truth Central, looking at the role of emotion, culture and behavioural tendencies, and their impact on business-to-business (B2B) relationships. This study was conducted through desk research, 1,701 new quantitative surveys with business leaders, and over 20 depth interviews with global experts in B2B relationships. The results provide valuable insight into the influence of cultural factors on the approach taken to forming and maintaining long-term, successful business relationships, and the differences at play when entering and attempting to resolve disputes. The ICC provides new principles for a new cross-cultural playbook and aims to re-map the world, not by geographic regions, but by business culture and practice.