Export and culture
In this chapter, the authors look at the important challenges of dealing with different cultures as well as the adaptations people need to make elements of the marketing mix. They provide some handy hints on traveling abroad and also focus on the cultural differences with our closest neighbors, Germany and Belgium, countries often first in line for Dutch exports. Culture is one of the most interesting facets of foreign export, but also one of the most difficult. It makes no difference where people grew up, working with people from another culture always creates a challenge. Even if customers can communicate in our language or a language people both have in common, like English, it makes a far better impression if people can greet them on and in their own terms, and that people are obviously trying to gain an understanding of their culture.