In Japan one of the major parts of business is the ability to gain "face". It sounds like something out of a James Bond movie but it is one of the most important factors in Japanese business. It basically is when a person or company can gain "face" or perhaps we would call it credibility so that the person or company being dealt with considers the other person or company of such a standing as to warrant consideration and respect.
Source: http://dailytipsforbusiness.blogspot.com/2012/02/business-presentation_24.html
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