As Stephen Kehoe, Edelman’s Global Chair of Reputation, told me in an interview, “If you are even slightly unaware of how a particular set of stakeholders regards your company, sector, or country of origin, you are at a disadvantage. You may not be aware that you are acting in ways that erode trust.” 

Read more here: https://hbr.org/2018/07/how-to-build-trust-when-working-across-borders