Because cultures vary, there is no single code by which to conduct business. The biggest complaint from foreign importers about U.S. suppliers is failure to ship as promised. A first order is particularly important because it shapes a customer's image of a firm as a dependable or an undependable supplier. Be polite, courteous, and friendly. It is important, however, to avoid undue familiarity or slang.
Some overseas firms feel that the usual brief U.S. business letter is lacking in courtesy.
Personally sign all letters. Form letters are not satisfactory. Before traveling to a new market, the traveler should learn as much about the culture as possible to avoid embarrassing situations. For example, in Mexico it is customary to inquire about a colleague's wife and family, whereas in many Middle Eastern countries it is taboo. Patting a U.S. colleague on the back for congratulations is a common practice, but in Japan it would be discourteous.