Cultural Understanding is Key to Global Growth

When we founded Mauve Group in the 1990s, the world felt a little larger than it does today. While technology has undoubtedly brought us closer, one thing that hasn’t changed is the importance of cultural awareness when doing business overseas.

Over the years, we’ve learned a great deal from working in more than 150 countries. Our network of in-country experts, from employment lawyers to payroll specialists, has helped us navigate complex and changing regulations. But what has stood out most is the value of understanding how people work. Even now, when a lot of the administrative side of international business can be streamlined or automated, it’s cultural awareness that often makes the difference between a successful partnership and one that doesn’t quite land.

We now have a global team spread across 14 countries and we see how different cultures approach business, communication and relationships. This diversity is one of our greatest strengths, but it also requires a conscious effort to understand each other. That’s why we’ve introduced cultural awareness training for our staff. It’s one thing to know the law in a country, but it’s quite another to understand how a conversation might be interpreted, or how to handle a negotiation in a way that aligns with local expectations.

For Welsh businesses looking to expand overseas, I believe cultural understanding is just as important as legal compliance. There’s no substitute for visiting a country, speaking to people face-to-face, and asking questions. Doing some research beforehand is essential, and organisations like Chambers of Commerce and Global Welsh can offer useful guidance. So can events such as those on export from Business Wales, which bring people together to share knowledge and experiences.

One of the reasons we established Mauve Cymru was to support more Welsh businesses on their journey overseas. I’m originally from North Wales and I’ve always felt strongly that we should be helping local businesses tap into global opportunities. There’s a real appetite in Wales for international collaboration, not just in terms of selling products or services abroad, but in learning from others and forming partnerships that benefit both sides.

A good example of this in practice is the work we’ve done with Creo Medical, a medical technology company based in Wales. When Creo needed to expand into the Netherlands but didn’t have a local entity there, we were able to step in and support them through our Employer of Record services. We provided a compliant employment contract for their new hire, registered them on our local payroll, and took care of the necessary taxes and costs. That individual is still working for Creo Medical in the Netherlands today, and doing so compliantly, which is crucial.

This kind of support is important because it allows businesses to focus on what they do best without having to become overnight experts in international labour law. It also demonstrates how knowledge gained from one part of the world can be brought back and used to support others. That, to me, is what international collaboration is all about.

Businesses in Wales have a huge amount to offer, but it’s important to acknowledge that entering a new market comes with its own challenges. Having spent much of my career travelling and setting up operations around the world, I’ve seen how easy it is to underestimate cultural differences. These aren’t barriers, but they are factors to take into account if you want to build lasting relationships.

That’s why my advice to any Welsh business considering overseas growth is to prioritise people and networks. Build relationships with local experts. Take the time to understand how business is done in the country you want to work with. Learn from others who’ve already taken that journey, and be willing to share your own experiences in return.

In many ways, the fact that our work is international has made our company more flexible and more resilient. We’ve learned how to adapt, how to listen, and how to find common ground. It’s those lessons that we now pass on to our clients, and it’s why I believe international partnerships aren’t just good for business — they’re good for the people behind them too.

International collaboration isn’t just something that benefits large companies. With the right support and mindset, businesses of any size in Wales can succeed on a global stage. And if they do it with an open mind, a willingness to learn, and a focus on building strong relationships, then I believe they will thrive.