We continually refer to the impact of a market’s culture on overseas marketing efforts. Even companies in neighboring countries find that cultural, linguistic, or regulatory differences have an effect on every aspect of their business relationships. This is just as important in the negotiation process as it is with the advertising theme, product variations, or anything else. Failure to understand the local culture and to adjust a negotiation style accordingly can lead to negotiation failures. Even the little things make a difference. For example, using a baseball analogy during meetings in Italy, where the national sport is soccer, will fall flat. When in Rome, do as the Romans do.