This is an interesting and important on an age old issue when working in multinational company, or trading across international borders. Much of the advice and training I've seen or been given has been around cultural differences, and that has certainly been useful. It can though lead to over generalisation and stereotyping, which of course is a very negative, and potentially offensive position.
Look for the similarities as much as if not more than the differences, we are all people. Cultural awareness is important, but being human and using common sense is I'd suggest more important.
Focusing on differences can also be quite mentally taxing. Think about it: You walk into a room and your mind races with all the different cultural differences you need to remember — that you’re not supposed to do X, Y, or Z and that your partners from another culture may be doing A, B, or C, and each of these behaviors has a specific meaning in that culture that’s different from yours. It’s enough to make your head spin! So, if you don’t focus on differences, what then can you do to be more effective across cultures? In our experience, an equally plausible and highly effective alternative technique is to focus on similarities — on what you have in common, instead of what you don’t. And this subtle twist in perspective can have some pretty powerful effects.