As Canadian businesses expand into international markets, cultural intelligence becomes a critical driver of trust, influence, and long-term success. This session will explore how cultural norms, values, and communication styles shape global business interactions, from negotiations and partnerships to marketing and sales. Through practical frameworks and real-world case studies of Canadian brands succeeding abroad, participants will gain actionable insights to adapt their approach, avoid costly missteps, and build meaningful, high-impact relationships across borders.

​LEARNING OBJECTIVES

• ​Apply cross-cultural communication and negotiation strategies to build trust with global customers and partners.

• ​Adapt marketing and sales approaches to align with local cultural expectations and consumer behavior.

• ​Learn from Canadian case studies that demonstrate how cultural understanding drives global growth.