Globalization gold: understanding culture is essential for business success.

• Author: Miller, Derek B.
• Position: Worldview

Forward by Derek B. Miller, World Trade Center Utah

We live at a pivotal time in history for international relations. The value of trade is being questioned, refugees are forgotten and regional stereotyping is prevalent. Now, more than ever, it is important to understand cultures and how to connect with someone from a different part of the world. This is especially important in international business, where relationship building and trust are key.

Before each trade mission, World Trade Center Utah briefs participants on customs and norms they need to be aware of in each country. This leads to more successful interactions upon arriving in the country because locals see that the delegation is making an effort to respect their way of doing things.

One reason Utah is successful when it comes to international business is residents are sensitive to and familiar with different cultures. Many Utahns have lived abroad and have a deep understanding of cultures and their importance. More than 120 languages are spoken in daily commerce in the state.

This month, we have invited Dr. Taira Stuart to share her unique perspective on Utah's culture and how it helps the state successfully participate in international business. Dr. Stuart is an intercultural expert with more than 19 years of experience consulting agencies such as NASA, U.S. Congress, U.S. Air Force and the Department of Defense. She is originates from the Soviet Union. The remainder of this article is authored by Dr. Stuart.

From Russia to Utah: A foreigner's view of Americans

The first time I saw Utah was in a book presented to me by a delegation of Utah businessmen visiting the Soviet Union during perestroika. I saw photographs of very strange "moon" landscapes like nothing I had seen before. While the landscapes of Utah were foreign to me, the name Salt Lake City was familiar because my English grammar textbook had a whole set of exercises about traveling by airplane to Salt Lake City. As I was doing these exercises I would often wonder how it would feel to visit this unknown place.

Miracles do happen, and several years later I flew to Salt Lake City. My hosts picked me up and took me to their home. The characteristic sound of tires against the freeway forever became in my mind the sound of America.

Eventually, I understood that freeways were a symbol of American life. They are the veins that transport the energy and blood of American business. They are a symbol of her national character...