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The Impact of Culture on Business in International Markets: Mexico 

This webinar was recorded on June 12, 2025.
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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.

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