The greatest impediment to success in international business is cultural sensitivity. Yes, that’s right. Now take a moment to vent your outrage if you need to, and bear with me. It is not cultural sensitivity but rather cultural sense-making that you want, and these are not the same thing. Don’t get me wrong. I am no xenophobe. It is good to make yourself an expert in a foreign language or another country’s culture. However, there is a difference between using your expertise to adapt to the culture around you, as opposed to changing it.
