First, it is important to stress that neither Europe or the US are monolithic blocks, and it would be wrong to consider them in this way. There are cultural differences in different parts of the US: compare California to New York, for example. The cultural attitudes in New England are very different to those in parts of the deep South or mid-West. (An easy way of seeing this visually is to look at voting patterns in the 2000 presidential election, for example: where did George W Bush do well and where did Al Gore win out).

Within Europe the situation is even more diverse. Not only are there language differences (not everybody speaks English), but across Europe you will find big differences in legal systems, democratic processes, work expectations, religion and much more.

All this is important when looking at organizations across borders. In the UK there is an expectation that even small private companies should file company accounts – and they do. In Germany, where the culture is much more sensitive to issues relating to privacy, only very few companies file accounts, despite a legal requirement to do so. German companies prefer to protect their privacy and risk a small fine every few years. However the result is that it can be difficult to obtain German company finances.

Understanding cultural differences is also important when interviewing contacts for CI. Different cultures show varying degrees of openness, and have distinct expectations. Ethics differ between cultures – what is acceptable in one country would be viewed with suspicion in another. Some cultures are happy to converse over the telephone, while there are some that still prefer business meetings to be face-to-face.

An awareness of these differences is important when planning an interview. Further, if you don't speak the same language, or if your accent would put off a potential interviewee then it is better to consider using somebody local even if it costs more: the results will be worth the expense.

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