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2. Which of the statements are true about the article? Correct the false ones.

  1. HSBC has backed Festival Brazil to attract attention to the carnival.

  2. Cultural diplomacy is a marketing strategy, extending the company’s brand into a foreign market.

  3. MBA graduates help the world become culturally homogenized.

  4. Cultural differences do not matter in the modern business world.

  5. Research and investment in products adapted to local tastes are keys to McDonald’s successful localization.

  6. All global companies need to adapt to different cultures.

3. Think of word partnerships starting with global which match these definitions.

  1. where trade can be carried out worldwide

  2. the total amount of goods or services that people or companies buy or want to buy worldwide

  3. a situation in which companies worldwide are trying to be more successful than others

  4. the idea that the world can be considered as one unit for business and communication purposes

  5. a general increase of world temperatures

  6. a product that is known and sold over the world

4. Choose the best word or phrase to complete the sentences

  1. The best way to understand a new culture is to ….. yourself in it completely.

a) bury b) maintain c) experience d) immerse

2. Trying to import successful domestic business model into a foreign market without adapting it is a common ….. for companies.

a) strategy b) goal c) approach d) pitfall

3. An important personality trait for being successful across cultures is …. To new experiences.

a) readiness b) acceptance c) interest d) openness

5. Complete the idioms in the sentences below.

eye eye foot water fire ice water

  1. We don’t see eye to ….. about relocating our business. The Finance Director wants to move production to the Far East, but I want it to remain in Spain.

  2. I got into hot…. With my boss for wearing casual clothes to the meeting with our Chinese customers.

  3. Small talk is one way to break the ….. when meeting someone for the first time.

  4. I really put my ….. in it when I met our Japanese partner. Because I was nervous, I said “Who are you?” rather than “How are you?”

  5. I get on like a house on …… with our Polish agent; we like the same things and have the same sense of humour.

  6. When I visited China for the first time I was like a fish out of …… Everything was so different, and I couldn’t read any of the signs!

  7. My first meeting with our overseas clients was a real …..-opener. I had not seen that style of negotiation before.

6. Match the words to make word partnerships (from the article)

1. joint a) sponsorship

2. cultural b) investment

3. cross-cultural c) analysis

4. marketing d) venture

5.culturally e) strategy

6. private f) challenges

7. in-depth g) homogenized