This is the second of three webinars Startup Canada will host, as part of the Startup Global 2026 program. These webinars will walk you through the tools and resources you need to get your business export ready. Each webinar will provide you with the opportunity to connect with industry leaders and organizations and build foundational relationships for entering new markets!

​​ABOUT
As Canadian businesses expand into international markets, cultural intelligence becomes a critical driver of trust, influence, and long-term success. This session will explore how cultural norms, values, and communication styles shape global business interactions, from negotiations and partnerships to marketing and sales. Through practical frameworks and real-world case studies of Canadian brands succeeding abroad, participants will gain actionable insights to adapt their approach, avoid costly missteps, and build meaningful, high-impact relationships across borders.

​​​LEARNING OBJECTIVES

• ​Apply cross-cultural communication and negotiation strategies to build trust with global customers and partners.

• ​Adapt marketing and sales approaches to align with local cultural expectations and consumer behavior.

• ​Learn from Canadian case studies that demonstrate how cultural understanding drives global growth.

This event is hosted by Startup Canada.