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In terms of breaking into new foreign markets, cultural sensitivity emerges as a pivotal factor in establishing trust and meaningful connections with customers rooted in their particular cultural identities and values. Based on a recent SBP, we discover the similarities and differences of three key global markets, (the UK, Japan and India), with special attention paid to the nuances that define them in the eyes of a Swiss luxury brand wanting to appeal to a new and diverse customer base. ....

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