3. Conclusion

Knowledge of cultural differences is essential at every stage of a company's life: product positioning, marketing approach, to name but two. The study of the various components and implications of a corporate culture also reveals that factors, considered anecdotal or even exotic a decade ago, are now recognized as central to a company's health and development. It is no longer possible to avoid reflection and action on image and influence, which in some respects have become the equivalent of soft law in legal matters. States and companies alike must take care of their image, repair it when it is attacked, and build as positive an image as possible.

Negotiation techniques, which are useful at all stages (upstream, in lobbying operations), must no longer be considered as accessories, but as techniques to be mastered, because they are essential and complex, and must...