国际商会&Jus Connect：2024年跨文化商业关系的真相研究报告-Part 1（英文版）

Contrary 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 enhance cultural fluency and develop relationship-building skills. B2B relationships are emotionally charged from initial engagement to long-term partnerships. The emotional journey in B2B relatio