1 Going global: How to succeed in International Business! (29 pages)

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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-

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