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.