Burton, Walter N.

The purpose of this study was to show support that certain cultural characteristics of an individual could be identified based on the region where that individual was born and raised. These cultural characteristics were identified and defined, and strategies on understanding these cultural characteristics were reviewed. This study revealed that by focusing on this understanding, trust can be established quickly and it is this trust that is the basis of building any type of relationship. Several different macrocultural systems were examined in this study. These included the United States, Asia, Central and South America, India, the Middle East, and the European Union cultures. These are the largest and the fastest growing regions of the world as well as the locations where most of the newly established business relationships are being formed.

The ability to understand the individuals that we deal with on a daily basis can give anyone who focuses on this knowledge a competitive advantage in today's business world. In today's fast paced and globally expanding business world, it is critical to explore innovative approaches that will facilitate the process and time it typically takes to establish business relationships. When it is imperative to quickly create a business relationship between individuals that are unknown to each other, identifying the city or region of the individual with whom a relationship is being formed and understanding that culture will help build a common ground which will facilitate and enhance the newly established working relationship. This paper shows how this can be achieved.