Then, you get on a train and travel for an hour or two to nearby Brussels. There, it's a whole new game. And all the practices you developed back in Amsterdam probably won't apply. It's both challenging and exciting, especially when you tailor special marketing programs for each market and they work. The main theme of this book is that women make outstanding international business executives because they are more sensitive and more aware of cultural differences.
Sexual overtures are the biggest single fear of American businesswomen who travel overseas.
They also face centuries of tradition in male-dominated cultures such as in Japan and Saudi Arabia. But this can usually be overcome with strong credentials, unqualified expertise, the authority to make decisions on the spot and an important title.