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The Culture Map: Decoding How People Think, Lead, and Get Things Done Across Cultures
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Erin Meyer

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The Culture Map: Breaking Through the Invisible Boundaries of Global Business

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4. Cognitive trust (US is highest) vs affective/relational trust (non-European countries, basically). This relates to preferred mode of communication even once the relationship is established: the more affective your colleague, the more effective relational modes like phone calls or meetings will be.

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