Culture Drives Global Business Success, Says CEO

In today’s hyper-connected world, cracking the code of cultural understanding isn’t just nice-to-have—it’s a business superpower. Laura Citron, CEO of London & Partners, dropped some truth bombs at a recent summit: “Adapting to different cultures is paramount for businesses hoping to succeed beyond their home markets.”

Why Culture Matters More Than Ever

Think of cultural fluency as your passport to global trust. From navigating local humor to decoding consumer habits, Citron argues that companies who listen first (and sell later) are winning big. “It’s not about losing your brand’s DNA,” she says. “It’s about remixing it for new audiences.”

The TikTok Effect on Business Strategy

Gen Z’s obsession with authenticity applies here too. Brands that embrace regional trends (think: Lunar New Year collabs in Asia or sustainability-focused campaigns in Scandinavia) are the ones going viral—literally and financially. Citron’s tip? Hire local storytellers to bridge the gap between HQ and Main Street.

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Culture is key to international expansion: Laura Citron

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