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Pivoting to International Markets and Business Culture Considerations

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The presentation will identify the key readiness factors that Canadian firms should be aware of as they tackle international markets and delve into the many ways that business culture impacts business globally. The thrust of the presentation will be to provide practical insight and examples of how culture impacts the full range of business elements including relationship building, marketing, negotiating, contracting, human resources, business ethics etc.

The discussion will also delve into how culture intersects with the evolving digital applications, e-commerce platforms etc. that are becoming a big part of international trade. Finally, recommended steps to effectively prepare to navigate business culture in international markets are outlined and emphasized.

Key learning from this webinar include:

  • The key readiness factors that all Canadian firms should consider before delving into international markets.
  • Insight into the impact of culture in today’s evolving global business environment
  • Why you must go deeper than considering national cultural characteristics and stereotypes.
  • Practical examples of cultural characteristics in China, India and Mexico and how they can affect business for Canadian firms.
  • Culture and how it intersects with digital trade
  • How to sensitize and prepare yourself for cultural factors in international markets.

Date: Tuesday, September 15th, 2026
Time: 12 – 1:00pm
Location: Virtual
Cost: Discounted to $0.00 thanks to our funders

Register here

Presented by

Marvin Hough

President of Marvin Hough International Research and Analysis Ltd. (MIRA)

Marvin Hough draws on 30 years of experience with Export Development Canada (EDC), Canada’s official export credit agency. He served in various locations with EDC including Ottawa, Toronto, Vancouver, Beijing, New Delhi and Mexico City. His senior roles included Regional Vice-President, Asia and Regional Vice President, Latin America.

Mr. Hough has previously taught courses on international business at Telfer School of Management at the University of Ottawa, in the MBA and Undergrad programs.

Mr. Hough has published two books related to the international business domain – “A Career in International Trade” and “The International Business Culture Pathfinder” which have been endorsed by the Forum for International Trade Training (FITT).

Via MIRA, Marvin provides international research and analysis services to Canadian companies, educational institutions and government departments focused on key strategic markets including India, China, and Mexico.

Related Upcoming Events

The Impact of Culture on Business in International Markets: India 

This webinar was recorded on October 15, 2025.
For upcoming events and webinars, please visit our calendar.

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Practical Insights for Success in India.

In today’s interconnected world, cultural awareness is no longer optional—it’s a critical factor in international business success.

Join Marvin Hough, as he returns to share his extensive firsthand experience in major market—India, where he will dive into India’s dynamic cultural landscape and its influence on business practices.

Through practical examples and real-world insights, we’ll explore how culture shapes key business elements, including relationship-building, marketing, negotiation, contracts, human resources, and business ethics. Additionally, we’ll examine how the rise of digital trade and e-commerce platforms is intersecting with cultural considerations, creating new opportunities and challenges.

Key Takeaways 

  • Understand how culture impacts business in today’s evolving global landscape
  • Go beyond national stereotypes to grasp deeper cultural nuances
  • Discover the wide-reaching effects of culture on negotiation, marketing, HR, and ethics
  • Explore the intersection of culture and digital trade in an era of e-commerce
  • Insight into how some aspects of business culture in India are changing
  • Learn practical strategies to sensitize and prepare yourself for global business success

 

Whether you’re expanding into international markets or strengthening existing global partnerships, this discussion will equip you with the knowledge and tools to navigate business culture with confidence and sensitivity.

Presented by

Marvin Hough

President of Marvin Hough International Research and Analysis Ltd. (MIRA)

Marvin Hough draws on 30 years of experience with Export Development Canada (EDC), Canada’s official export credit agency. He served in various locations with EDC including Ottawa, Toronto, Vancouver, Beijing, New Delhi and Mexico City. His senior roles included Regional Vice-President, Asia and Regional Vice President, Latin America.

Mr. Hough has previously taught courses on international business at Telfer School of Management at the University of Ottawa, in the MBA and Undergrad programs.

Mr. Hough has published two books related to the international business domain – “A Career in International Trade” and “The International Business Culture Pathfinder” which have been endorsed by the Forum for International Trade Training (FITT).

Via MIRA, Marvin provides international research and analysis services to Canadian companies, educational institutions and government departments focused on key strategic markets including India, China, and Mexico.

Related Upcoming Events

The Impact of Culture on Business in International Markets: Mexico 

This webinar was recorded on June 12, 2025.
For upcoming events and webinars, please visit our calendar.

BACK TO LIBRARY

Practical Insights for Success in Mexico.

In today’s interconnected world, cultural awareness is no longer optional—it’s a critical factor in international business success.  

Join Marvin Hough, as he draws on firsthand experience in major global markets, with a special focus on Mexico, where he served in trade facilitation roles. 

Through practical examples and real-world insights, we’ll explore how culture shapes key business elements, including relationship-building, marketing, negotiation, contracts, human resources, and business ethics. Additionally, we’ll examine how the rise of digital trade and e-commerce platforms is intersecting with cultural considerations, creating new opportunities and challenges. 

Key Takeaways 

  • Understand how culture impacts business in today’s evolving global landscape 
  • Go beyond national stereotypes to grasp deeper cultural nuances 
  • Discover the wide-reaching effects of culture on negotiation, marketing, HR, and ethics 
  • Explore the intersection of culture and digital trade in an era of e-commerce 
  • Learn practical strategies to sensitize and prepare yourself for global business success 


Whether you’re expanding into international markets or strengthening existing global partnerships, this discussion will equip you with the knowledge and tools to navigate business culture with confidence and sensitivity.

Presented by

Marvin Hough

President of International Research and Analysis Ltd (MIRA)

Marvin Hough draws on 30 years of experience with Export Development Canada (EDC), Canada’s official export credit agency. He served in various locations with EDC including Ottawa, Toronto, Vancouver, Beijing, New Delhi and Mexico City. His senior roles included Regional Vice-President, Asia and Regional Vice President, Latin America.

Mr. Hough has previously taught courses on international business at Telfer School of Management at the University of Ottawa, in the MBA and Undergrad programs.

Mr. Hough has published two books related to the international business domain – “A Career in International Trade” and “The International Business Culture Pathfinder” which have been endorsed by the Forum for International Trade Training (FITT).

Via MIRA, Marvin provides international research and analysis services to Canadian companies, educational institutions and government departments focused on key strategic markets including India, China, and Mexico.

Related Upcoming Events