Note to recorder:
please read vividly and natural speed.
If people want to be successful in global business, they must understand the cultures of other countries, learn how to adapt to them, and change their practices in different cultures. It's important for them to avoid business decisions that are based on misconceptions -mistaken ideas. One cause of misconceptions is ethnocentrism, the belief that one's culture's way of doing things is better than the way of other cultures. Ethnocentrism can exist in an individual person or in an organization. To avoid ethnocentrism, it's necessary to understand and study the diffenrent elements of culture. These include language, religion, values, customs, and material elements.
