A business executive and his/her staff must be focused not only on the outcomes of their work (ex. profitability, market share, quality, etc.) but also be culturally competent when conducting business on a global basis to avoid falling into a “mirror image” bias of potential customers. Subtle yet powerful differences exist between Western and Eastern cultures. This presentation will examine the components of culture, assess cultural differences, suggest ways to manage cultural variations, compare and contrast Eastern and Western cultures and offer strategies to bridge cultural gaps.