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Cultural awareness is one of the most essential aspects of conducting business internationally. Without cultural awareness an action that could be perceived as harmless may come off as incredibly offensive to a person from a different cultural background.

Chinese culture puts more emphasis on building relationships than it does with making deals so an American business person needs to be cognizant of that fact and work to establish a rapport with a contact rather than pushing for a deal to get done. If the business person is not aware of this difference it could result in a cultural collision leaving both parties uncomfortable and potentially offended.

Daniels, J. D., Radebaugh, L. H., & Sullivan, D. P. (2017). International Business: Environments and Operations (16th ed.). Prentice Hall