Foreign businesses in China and their governments are becoming increasingly vocal about a “deteriorating business environment” there and attribute this mainly to Chinese protectionism. Although protectionism exists, it’s nothing new and dates back to 2002. Today, however, other factors are at work.

In order to gain a greater understanding of corporate actions, most American companies agree they need to more effectively communicate today’s economic realities and, in that context, their response. To an increasing degree, foreign companies need to do the same in their home markets, as well as in the non-domestic markets where they do business. Unfortunately, due to a poor understanding of globalization and the fear and anxiety caused by the Great Recession, communicating the right corporate messages is more difficult than ever.

Over the past several decades, the U.S.-China relationship has evolved significantly. During this period, both countries have come to better understand each other’s perspectives and view of the world. And both countries have come to realize that only by working closely together can we successfully address a number of pressing issues that affect us all.

However, from time to time, the U.S.-China relationship has become strained—and not due to issues of substance, but due to a lack of cultural awareness. For example, in the past both the United States and China have exchanged public comments that have had unintended consequences: the language used created the opposite response than was hoped or intended.

When conducting foreign market research, businesses tend to be overwhelmed with the amount of data they need. There’s good reason for this. Just to answer seemingly basic questions—such as whether or not to expand in a particular market, whether or not the timing is right, or how to expand—a great deal of information needs to be gathered and analyzed.

This, no doubt, is essential in making informed decisions and ultimately improving the bottom line. As a result, for companies new to international trade, the following factors should be evaluated and included in a global business strategy.