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Learning about other cultures when traveling involves re-examining the values you take for granted.

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(CNN) -- Many of us are involved with commerce at a global level these days, but our understanding of business still needs to be local, especially for the business traveler who has to deal face-to-face with colleagues, partners and competitors overseas.

What works in business at home does not always work abroad. CNN spoke with Gwyneth Olofsson, author of "When in Rome or Rio or Riyadh" -- a book covering cultural aspects for business behavior -- and got some of her tips for doing business overseas.

CNN: Are business travelers more or less likely to make social faux pas these days?

Olofsson: These situations are increasing in frequency as part of the globalization process and it is not just executives or the CEO who are being exposed to intercultural interactions -- it is the foremen, receptionists and technology specialists.

People's awareness may also have been raised in diversity training sessions at work. So awareness of superficial differences is on the up.

CNN: Are there any cultural aspects that business travelers should be aware of?

Olofsson: People forget that culture is like an iceberg, the bits you see and identify, as well as notice are only the tip. Yet culture is based on a whole lot of stuff that is much harder to identify and be objective about.

In fact a little knowledge can be a dangerous thing. If you are aware of minor differences in behavior, it might be assumed that you understand the target culture's different systems of priorities, assumptions and ethics.

You may know all the religious holidays of a certain country, and may be aware of whether to bow or shake hands, but this does not help you decide how to react in more complicated and unfamiliar situations.

Learning about other cultures involves re-examining the values you take for granted. Once you have done this you may decide to change your behavior to adapt to the new culture or decide that you would be compromising your own personal values too much if you did.

CNN: Business cards are a big thing in some cultures -- in Islamic countries I know you do not hand them over with your left hand, while visiting Chinese cultures you present cards with both hands with local language translations. Are there any other aspects to be aware of?

Olofsson: To translate a business card you have to know two languages fluently and the corporate structure of the company -- for instance do they talk about "Project Manager" or "Project Leader," and how do you indicate the difference if there is not a specific word for "manager" in that particular language? There is no word for this in Swedish for example. Incorrect translations can be more trouble than they are worth. So one trend now is to stick to English for business cards.

If you are translating your card into Chinese make sure it is Mandarin Chinese if it is designed for use in mainland China. The Chinese characters used in Taiwan and Hong Kong are different. In Hong Kong Cantonese is prevalent. In Singapore you have to contend with Cantonese, Mandarin and Hokkien. While in Japan you should have a card case -- in dark leather, not metal -- to keep all the cards you are going to be given in order.

Olofsson: At any business meeting, in any culture, default behavior is to switch off your phone before it starts. Unless you know the people involved well and are sure they will not mind. You are in effect saying that your caller is more important than the person or people you are with.

In some cultures they value good manners rather than fitting in as much as possible in the available time, so being hasty and too direct can be a business-killer this includes meetings in Mediterranean countries, the Middle East, Indonesia and Mexico.

Camera phones can be a problem and you may not be allowed to take them into certain offices in many countries as they are regarded as posing a security threat.

Olofsson: Before you charge into doing business, figure out how the culture operates: do relationships drive deals, or do deals drive relationships? In the U.S. and Russia, successfully negotiating a transaction often leads to social friendship. In the Netherlands, it is the reverse, you will generally only deal with someone after you become friends.

It is all about trust. In the U.S. trust between people is regarded as less important than rules and contracts that keep people on the straight and narrow. In cultures where there is a high degree of trust between individuals such as Japan and the Scandinavian countries, where populations have traditionally been quite homogenous, and where people have stayed with the same company for long periods of time or most of their life, there has traditionally been less emphasis on a written contract. You believe people will do what they say.

Americans are often perceived as taking the short-term view and not having the time to build trust-based relationships. They are regarded as having lots of agreements and a very-lawyer focused way of doing business.

In some cultures, like Greece and China, people prefer to do business with friends or family as they know they will not be cheated. In these types of cultures you you must not jeopardize a long-term relationship for a fast buck.