Why do business negotiations between people from different countries often start so promisingly and then disappointingly run into the sand? Even in those countries which we think we know, how much do we really appreciate about the values, attitudes and expectations of its inhabitants? Understanding different countries business cultures has up to now usually been presented as something desirable but difficult to pin down. Here the authors explain an easy-to-grasp framework for unlocking any business culture in the world - The 5C-s Model. The 5Cs Model shows you how to select the information and understanding you need and how to make sense of it all. The 5C-s are: Cultural Knowledge: the basic information you need in order to show interest and familiarity. Cultural Behaviour: identifying the basic profile of a country and comparing it with your own. Cultural values and attitudes: what makes a business community tick and what turns it off? Cultural preferences: how to verify your own preferences and compare them with those of the communities you are dealing with. How to anticipate and resolve any problems. Cultural adaptation: the six key areas of cultural difference where communication can break down. Going through these steps with any country you are dealing with will enable you to build the knowledge and awareness you need. The chapters show you how to carry out each step; they end with valuable information and insights on the business culture of the countries forecast to be the world-s ten leading economies in 2050 - China, USA, India, Japan, Brazil, Russia, UK, Germany, France and Italy