If the people doing business in another country or company do not understand the cultural ¡°software¡± of that country or company, do not have a feel for the values underlying its basic ¡°operating system,¡± they cannot run their joint venture successfully ¨C even if they know the language of their counterparts.
¡ô The Approach¡¡¡¡ ¡ô Cross-Culture Service
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