Dear CEO Presume you are sitting on the Board panel interviewing the final candidate to run your new campaign in a foreign market It’s a perfunctory interview since the candidate has passed through all the hoops You ask the following question: Which of these, in your estimate, is the most expensive barrier to trade in a foreign market? Tax Compliance Logistics Local Regulatory Framework Customs & Tariffs Culture & Tradition Forget the candidate for now, which do you think is the answer? The right response could save your company lots of money. Preserve your brand reputation or drag you down. Culture: That Blind Spot as You Navigate The Bend of Cross-border Commerce The most expensive barrier to international trade isn’t a customs tariff—it’s a cultural blind spot. A lesson which Lululemon – a Global activewear giant – recently learned the