ABSTRACT
Introduction In today’s global environment, all business is international business. Culture pervades and radiates meanings into every aspect of enterprise (Trompenaars 1993). These aspects of enterprise range from culture-specifi c product demand, for example whitening facial creams in Thailand as opposed to selftanning range of cosmetics in Western Europe, to challenges in achieving an effective interpersonal communication in multicultural working environments (Guirdham 2005).
