Western cultures tend to be built on absolute principles of equality. But Asian cultures value relativity more, and tend to be built on principles of inequality. This is reflected in language, with many different registers in most Asian languages, demonstrating respect

Client Stories

Read how we have made a positive impact on a small selection of our clients’ businesses by embedding cultural knowledge and skills…

Walmart had to pull out of Germany, losing a billion USD. Why? German customers were put off by smiling, American-style ‘greeters’…

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