ABSTRACT
Globalization and internationalization increase opportunities for cross-cultural contact and for cross-cultural misunderstandings. The increased cross-border reach of business, through whatever mode of market entry, requires an enhanced awareness of and sensitivity to differences in languages, values and behavioural norms. The alternative is less effective or even failed negotiations, marketing drives and investment plans. Cultural and ethical issues are separate but related concerns. Business practices are the product of their own specific cultural environment. Although some practices are clearly unacceptable in all cultures, there are
some grey areas where practices that are commonplace in some countries are regarded as unethical in others.
