Entrepreneurs who are not alert to the differencescultural, they can not work efficiently in the Foreign. It is very important cross-cultural preparation.
1. Language. Language is an essential element of the culture, as the primary means with which convey information and ideas. Knowledge of local language helps a lot.
2. Values and attitudes. Values are basic convictions that have about what is good or bad, right or wrong, important or inconsequential. An attitude is a tendency Persistent certain feelings and situations. The values influence culture, as we see, for example,Americans value currently attributed to the equality at work and gives rise to laws and initiatives against sexual discrimination. This change in values also it reflected in new attitudes in dealing with the perpetrators of employment discrimination.
3. Customs and manners. Customs are practices common or established. Manners are behaviors that they are deemed correct in a particular society. The customs indicate how things should be done, the Manners are the ways of realizing them.
4. Aesthetics. Aesthetics refers to the cultural tastes of a country, for example, the aesthetic values of Peruvians are not equal to the Chinese, as we see in art, music, literature and the artistic tastes of both peoples. To understand a culture must study how such differences affect behavior. For example, the opera is more popularin Europe than in other parts of the world.
