What are the cultural challenges when it comes to expanding in the Asia-Pacific? 

Allyson Stewart-Allen, Chief Executive at International Marketing Ltd, joined us on the second day of Elite Business on 12 March as the keynote speaker for the Overseas Expansion talk, speaking about the Asia-Pacific and why businesses should immerse themselves in these lucrative markets. She spoke about the importance of understanding the cultural norms and ways of life in each country, and why building relationships are crucial in making or breaking a business deal.