For instance, in India, ‘anticipation and excitement’ is the defining emotion at the start of an international business relationship. At the same time, in countries like China and Saudi Arabia, ‘trust’ between parties is the key pursuit at the outset. The report mapped how different countries’ cultures are similar or different and the results were certainly interesting. For example, it revealed that India and Nigeria are similar from a business culture perspective – both were listed as ‘strategic balancers’. This means that those doing business in India tend to lean more towards calculated risk-taking while aiming for realistic goals backed by proven success and being receptive to creative solutions. For those embarking on business relationships with a ‘strategic balancer’, it’s helpful to know they value transparent and direct feedback. Those polled based in India were most likely to agree with the statement:

“I prefer to address concerns promptly, even if someone gets offended.”

Mapping culture in this way gives an insight into how to adapt to ensure business cultural fluency, and the friction you could encounter based on local values. It also helps to shift some potential misperceptions. For example, although India and UK follow similar common law legal systems and China is geographically adjacent to India, their approaches to business and the cultures vis-a-vis India are actually very different. The UK and China are labelled as ‘pragmatic realists’ focusing on clear expectation, practical approaches with tolerance to pragmatic “little” white lies. Conversely, India is a ‘strategic balancer’.

Identifying these cultural indicators really helps businesses work cross-border with increased ease and fluency, but also, crucially, assists lawyers when advising on these relationships. Essentially, it means that a ‘one-size-fits-all’ approach to doing business globally just doesn’t work and various strategies should be employed across the world to establish and grow relationships.

Shania Elias joins ICC India as Deputy Director for Arbitration and ADR in India