Presented by Marvin Hough, April 15, 2025

Hosted by OWIT Toronto in partnership with International Business University (IBU)

On April 15, 2025, OWIT Toronto and IBU hosted a compelling keynote session with Marvin Hough, President of MIRA, titled “The Impact of Culture on International Trade.” Drawing from over 30 years of international trade experience including postings in China, India, and Mexico Marvin shared practical, field-based insights into how cultural awareness can make or break international business success.

Key Themes Explored:

1. Culture is a Strategic Priority, Not an Afterthought

While trade diversification is a growing imperative for Canada, Marvin challenged the audience to prioritize culture as a core competency—not a “soft skill.” He emphasized that many Canadian companies only recognize the importance of culture after failed deals or repeated market setbacks.

2. Understanding “Deep Culture”

Using the iceberg model of culture, Marvin explained how most of culture lies beneath the surface—in values, communication styles, hierarchy, status, and trust. He highlighted the need for deep research and localization strategies in order to succeed in global markets.

3. Country-Specific Business Culture Lessons

• China: Relationships (guanxi), indirect communication, reverse translation, and patience in negotiations (e.g. the “13-second rule”) are key. Contracts are often viewed as evolving documents.
• India: It’s not one market—diversity across states, holidays, and business practices is immense. Trust and relationship-building are essential, and agents must be carefully vetted. Indians often avoid direct “no” responses.
• Mexico: Business is highly relational. Personal assistants often hold significant influence, and cultural nuances such as long lunches and informal networking are critical.

4. Digital Trade Still Requires Cultural Sensitivity

Even in online platforms, culture matters—whether in language localization, platform preferences (e.g. Alipay vs PayPal), or communication norms in remote collaboration.

5. Women in International Trade

Marvin addressed how culture influences women’s roles in trade. Barriers include underrepresentation, limited access to networks, and systemic bias. Strategies include mentorship, gender sensitivity training, and leadership development.

12 Tactics for Success in Global Markets:

Marvin concluded with a practical list of 12 tactics, including:

• Conducting in-depth cultural research
• Building trusted local relationships
• Avoiding assumptions and national stereotypes
• Implementing cross-cultural training
• Encouraging continuous learning within teams

To thrive in international trade, Canadian companies must integrate cultural intelligence into their global strategy—from the boardroom to the negotiation table. Marvin reminded us that global trade is still, fundamentally, about people—and understanding people means understanding culture.

DOWNLOAD Marvin Hough's Presentation HERE

Written by:
Lilian Marins

Organization of Women in International Trade – Toronto