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Understanding the Cultural Nuances of International Trade

Thomas Young

President & CEO 

World Trade Center Greater

Philadelphia

In today’s global economy, understanding cultural nuances is essential for businesses seeking to expand into international markets. Businesses increasingly realize that success in international markets requires more than just understanding industry trends or economic forecasts—it demands a detailed understanding of cultural differences and navigating the cultural and social intricacies that shape business practices in different regions. For many countries, business relationships are rooted in trust, and gaining that trust often requires a deep understanding of local customs, values, and communication styles. If your counterparts don’t like or trust you, there’s little chance they will do business with you.

At World Trade Center Greater Philadelphia (WTCGP), we have seen firsthand how vital cultural competence is in global business. As a key component of Pennsylvania’s Export Assistance Program, managed by the Office of International Business Development (OIBD), WTCGP is the Regional Export Network (REN) partner that works with Pennsylvania’s 13 Authorized Trade Representatives (ATRs). These ATRs serve as on-the-ground cultural experts, covering over 44 global markets. Whether understanding subtle communication styles in Asia or grasping business etiquette in Europe, we help facilitate relationships between our members and the ATRs, where their local insights can be the key to opening doors and forging relationships that may have otherwise remained closed.

In addition to Pennsylvania’s ATRs, many states across the U.S. offer export assistance programs that provide invaluable support for businesses looking to enter international markets. Some examples include:

  • Utah Governor’s Office of Economic Opportunity (Go Utah)

Facilitated through WTC Utah, the International Trade and Diplomacy Office helps businesses expand into global markets and attract foreign investment, offering resources for trade missions, market research, and export development.

  • California Governor’s Office of Business and Economic Development (GO-Biz)

The International Affairs and Trade Development division supports businesses in trade and investment through collaborations with local economic development organizations, trade missions, and export promotion.

  • New York State Department of Economic Development (Empire State Development)

The Global NY program offers export assistance, trade missions, grants, and incentives to help businesses enter international markets and grow globally.

  • Michigan Economic Development Corporation (MEDC)

MEDC’s International Trade Program provides export assistance, market research, matchmaking services, and trade missions to help Michigan companies expand globally.

  • Florida’s Enterprise Florida (EFI)

EFI’s International Trade & Development division offers export counseling, international market research, and organizes trade missions to promote Florida businesses in global markets.

  • Illinois Department of Commerce – Office of Trade and Investment

This office helps Illinois businesses explore global markets, providing resources for market entry, trade missions, and export development.

We encourage businesses to explore whether their state has a similar export assistance program to help them navigate export challenges and guidance on cross-cultural exchanges. 

For those without access to state-based resources, local World Trade Centers offer an invaluable alternative. Membership provides access to a global network of over 300 World Trade Centers in 90 countries, providing market intelligence, business matchmaking, and cultural expertise. The WTCA’s reciprocity desk is also available to help members explore opportunities or rectify overseas challenges, further enhancing their international business endeavors. WTCGP works closely with our members to help them succeed in new markets, offering personalized guidance on bridging cultural gaps and building lasting international relationships.

Global network concept. Map of Japan and group of people.

WTCGP’s commitment to understanding international markets starts with one principle, “act local, think global.” We have fostered relationships with elected officials, consular corps, and representatives from around the world. One such area of focus has been promoting Africa and the Caricom (Caribbean Community) as developing global trade hubs. Through support of local initiatives to redevelop Philadelphia’s Africatown and our focus on Africa and Caricom, we are committed to creating pathways for local businesses to engage with each other and discover opportunities in these emerging markets. Through events like our Global Business Conference, we’re able to enhance collaboration and our region’s global profile which opens doors for small and minority-owned enterprises to thrive.

In 2026, Philadelphia will have a once-in-a-lifetime opportunity to highlight itself on the global stage, and the WTCGP plans to make the best of this moment. Coinciding with the 250th anniversary of the Declaration of Independence, Philadelphia will play host to several high-profile international events, including the FIFA World Cup, the MLB All-Star Game, and the 2026 PGA Championship, all of which will bring focus from across the globe to our region. Our own contribution to the year has been our successful bid to host the World Trade Centers Association’s 56th Annual Global Business Forum (GBF).

The 56th annual GBF will welcome delegates and business leaders from every continent, presenting a fantastic opportunity for cross-cultural exchange and international relationship development. Through a series of expert-led panels, B2B matchmaking opportunities, and interactive workshops, participants will gain insights into the complexities of cultural dynamics that influence business relationships worldwide. Attendees will explore practical strategies for effective communication, negotiation, and collaboration across diverse cultural landscapes. The GBF will be crucial in shaping a more inclusive and successful global business community.

The time has never been ripe to embrace an international mindset, as companies of all sizes and across most industries are becoming aware of opportunities outside the United States and even North America. By investing in cultural competence and taking advantage of local resources, businesses can unlock these new opportunities and succeed in global markets. 

Thomas Young brings a unique and international perspective to his role as president and CEO of the World Trade Center Greater Philadelphia. A Philadelphia native, after a successful high school and collegiate basketball career, Young played professionally in Germany before returning to the U.S. 

In the decade-plus since, he’s worked in and around Government, establishing himself as a seasoned professional in the field. His background encompasses significant involvement with elected officials, notably supporting State Representative Donna Bullock as her Chief of Staff. 

Young also worked for the Philadelphia lobbying and advocacy firm Bellevue Strategies. There, he managed a portfolio of minority-owned companies to gain access to procurement opportunities, helped clients secure over $27 million in state funding for local capital improvement projects, advocated for policy change for numerous nonprofits, and was the Chair Liaison for Chairwoman Cherelle Parker at the Delaware River Port Authority (DRPA). 

In August 2023, he was named head of the World Trade Center Greater Philadelphia, the first Black individual to hold the role at the nonprofit organization that works to accelerate global business growth in the region. Since its founding in 2002, the organization has helped local companies generate over $2 billion in export sales, while helping secure over 26,000 jobs

 

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