1、PA RT 1:E M OT I O N I N B U S I N E S SThe truth about cross-cultural B2B relationshipsPART 1:EMOTION IN BUSINESS 2THE TRUTH ABOUT CROSS-CULTURAL B2B RELATIONSHIPSIntroductionWhat are the dimensions of business culture and emotional priorities in diverse markets and business settings?In a strategic

2、 collaboration,the International Chamber of Commerce(ICC),Jus Connect,and McCann Truth Central have united to answer this question.This six-part global research report looks at the role of emotion,culture and behavioral tendencies and their impact on B2B relationships.This study,based on desk resear

3、ch,1,701 new quantitative surveys with business leaders,and over 20 in-depth interviews with global experts in B2B relationships,provides valuable insight into the influence of cultural factors on the approach taken to forming and maintaining long-term,suc-cessful business relationships,and the diff

4、erences at play when entering and attempting to resolve disputes.We provide new principles for a new cross-cultural playbook and the op-portunity to remap the world,not by geographic regions,but by business culture and practice.Key insights for this series include:Part 1-Emotional influence in B2BCo

5、ntrary to some perceptions that the Business-to-Business(B2B)journey is a functional and rational one,research shows a significant influence of emotion and culture on the B2B journey.Business leaders should develop training programs for teams on emotional intelligence and cultural awareness to enhan

6、ce cultural fluency and develop rela-tionship-building skills.B2B relationships are emotionally charged from initial engagement to long-term partnerships.The emotional journey in B2B relationships encompasses various stages,from the highly positive emotion of initial identification of business need,