Making the most of cultural differences

Any company doing business in a foreign country must contend with cultural differences - in some places, it is widespread bribery; in others, a casual attitude about work. Recent research indicates that Russia - perhaps not surprisingly - has a disproportionate number of drawbacks. Russian managers are not inclined, for example, to reward people for improved performance. They spurn making investments for the future in favor of realizing immediate gains. They avoid establishing consistent business practices that can reduce uncertainty. Add in the country's high political risk, and it is no wonder that many multinationals have all but given up on Russia. This article discusses some sources of optimism for companies operating in Russia.