Samenvatting

REDACTED, a specialized software provider for work safety in hazardous industries, has attempted to break into the Singaporian market without success for several years. REDACTED commissioned this research to gain insight into the situation and attempt to address the challenges in communication with the South-East Asian nation state. It can be concluded that there are significant, relevant differences between REDACTED's current Western culture-style communications approach and Singapore's mode of business communication. Therefore, this study recommends REDACTED’s existing “Western-style”approach be amended throughout the engagement with Singaporeans through various means.