1 Going global: How to succeed in International Business! (29 pages)
Going Global: How to succeed in international business! 3
the 21st century is increasingly connected and intertwined. You
see it at airports and in board rooms around the world; business-
men and women wearing the same cut of suit, carrying the same
luggage and boasting the same international MBAs. Upon first
glance, the Arab, the Indian and the German managers, who all
open their laptops next to each other on the airplane, seem strik-
ingly similar. They speak the same business language, use the
same presentation software, and flash the same smart phones.
The business world seems to be fluidly international.
But appearances can be misleading. Like an iceberg, the really
relevant parts lie below the surface of the water. This is where we
find values and attitudes, fears and insecurities, unspoken expec-