Met a French businessman in Marrakesh over the weekend. He shared his lessons-learned while building up four successful customer service operations in Morocco.

He saw that his initial importing of Western management principles did not work well – if at all – notwithstanding a common (French) language. His start-up operations faltered, as he could not source the culture/management that he planned for.

But operations turned to great success as he started listening to Morocco’s culture. And also by breaking that, as he appointed women to senior positions in a historically men-dominated society.

My friend learned the hard way. Discovering reality of cross-border business through the journey. And at a cost.

Does your business case quantify that cost, and did you explore how to reduce its risk?

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