Cultural imperatives are business customs and expectations that must be met and conformed to if relationships are to be successful.

Successful businessmen know and understand the Chinese word guan-xi, the Japanese ningen kankei, or the Latin American compadre. These words refer to friendship, human relations, or attaining a level of trust. In some cultures, no substitute exists for establishing friendship before beginning effective business negotiations. In those cultures where friendships are a key ingredient to success, the businessperson should not slight the time required for their development. Establishing friendship is an important Asian and Latin American custom. It is imperative that establishing friendship be observed or one risks not earning trust and acceptance. Cultural adiaphora are areas of behavior or customs which foreigners may wish to conform to or participate in but that are not required. The majority of customs fit into this category. Examples include local dress, greeting another man with a kiss, or local foods. However, a symbolic attempt to participate is not only acceptable but may also help establish rapport. A Japanese does not expect a Westerner to bow and understand the ritual of bowing among Japanese, but a symbolic bow indicates interest and sensitivity to the Japanese culture which is acknowledged as a gesture of goodwill. Cultural exclusives are customs or behavior patterns reserved exclusively for the locals and from which foreigners are excluded. For example, only Catholics can take communion in a Catholic church. Also offensive is a foreigner criticizing a country's politics, customs, and peculiarities even though locals, among themselves, criticize these issues.