Supporting value creation by reducing cultural distance as a barrier to exporting

Value creation at the level of the organisation involves balancing the interests of several different stakeholders, with exporting occasionally viewed as a broad-based strategy capable of achieving such equilibrium. However, while much has been written concerning the logistical and economic challenges faced by SMEs wishing to avail of market opportunities abroad, there remains a dearth of information offering solutions to overcoming cultural distance as a barrier to exporting. A European Union (EU) project entitled ‘Passport to Trade’ sought to provide greater insight into business culture by collating the customs and subjective norms of all member states within the EU and making the information gathered available through a dedicated website. This practice-orientated paper offers insight into the practical development of this web-based information tool that supports value creation by reducing cultural distance as a barrier to exporting.