Host Jeff Hannah speaks at EuroShop 2020 in Düsseldorf, Germany as part of the IFES Expo & Event Stage. Jeff’s lecture, titled Cultural Frameworks, highlights the need for focusing on the dimensions of national culture. Jeff asserts that cultural differences are one of the most ignored aspects of international trade show programs. He talks about challenges, recommendations, resources, and strategies for addressing cultural issues. This s peech was recorded at the Messe Düsseldorf in Düsseldorf, Germany