As the eastern and western hemispheres become more deeply economically interconnected, cultural misunderstandings sometimes arise in the context of doing business. Fundamentally, these come down to a core difference between the western and the eastern concept of self and what it means to be a good person. The solution isn’t to ignore these differences or hope that the cultural “other” will come to see things the way you do. The solution is to understand the nature of these differences, recognize them as fundamental, and communicate and regulate with them in mind.

Are you WEIRD?

Western/Global Northern View of the Individual: independent of others, unique, separate from one’s groups, in control of one’s fate, free to express one’s own point of view, equal to others
Western Educated Industrialized Rich Democratic: The WEIRDs make up the most influential group of people in the world, but they make up less than 15 percent of the world’s population.
Eastern/Global Southern View of the Individual: interdependent with others, part of a larger social whole, goal of fitting into one’s groups
In non-WEIRD societies, the individual is subjugated to the group. What matters most ethically is fulfilling one’s obligations to the larger whole.
Are you viewing others through a WEIRD lens?

People with an independent worldview may interpret behaviors like nepotism, cronyism, bribery, and gift-giving as forms of corruption.
In fact, people with an interdependent worldview may interpret these same behaviors as correct ethical choices. They follow from a moral code that stresses inter-personal responsibilities, duties, and obligations to others.
Can you reconcile WEIRD and non-WEIRD points of view?

Begin from a place of understanding. Get to know the cultural logic behind foreign business practices.
Show respect to your counterpart. Acknowledge that the interdependent way of being is different but not inferior to the independent way of being.
Work to develop a mutually beneficial position that both parties can appreciate and reinforce. Be able to explain why you insist on a particular practice. Show that you understand your counterpart’s ethical reasoning.