... has to know or believe in order to operate in a manner acceptable to its members, and to do so in any role that they accept for any one of themselves." Therefore, the ability to accomplish cultural analysis enables international managers, to forecast future behaviour of the members of the company in routine situations and, as a result, eliminate potential constraints. Additionally, according to Mendenhall et al. (1995), "... the one of the most difficult tasks of any international manager is to motivate and lead people from cultural backgrounds different from their own." In consequence, if international managers attempt to operate and coordinate the organization too differently from cultural norms, there is a danger of being rejected by the employees, resulting in lack of motivation. On the other hand, absolute adherence towards the accepted norms could negatively impact performance of the company. Hence, the understanding of the difference of cultural ...

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