Companies are increasingly operating cross-border teams, and international trade is vital in today's business world. Rapid growth of emerging markets in Asia and South America means an increase for many in contact with business partners in areas that are possibly alien to them. Sensitivity and maintaining a good relationship is vital when managing a business deal – understanding differences between your own cultural and an unfamiliar partner’s can make or break a business deal. Insensitivity or misunderstanding can have a huge impact on your reputation.