Participants get detailed knowledge about the business culture in a particular European market. They are trained on its different cultural and behavioral patterns. They are made familiar with a particular country's specific business and behavioral environment in order to successfully operate, to avoid gaffes, to concentrate on the essential business attitudes and understand the dynamics in this market. WBF includes guest speakers on the latest methods used in Export Marketing. The experts of the Cranfield Marketing Planning Centre (CMPC) at the Cranfield School of Management present this session.