Interculturalists and cross-cultural communication
specialists are the first to advise caution when it comes to using humour in  international business. Copywriters and marketers often avoid humour for fear of offending readers in an increasingly diverse market place.

However, according to a recent study laughter may be a profit-enhancing business tool when used in negotiations by increasing trust and rapport. Read below to understand the role of humour on the early stages of negotiations and its subsequent impact on the trust between the negotiating parties – and, most importantly, whether there was any commercial gain…