Cross-Cultural Business and Management: Perspectives and Practices - Paperbackby Chandan Maheshkar (Editor), Vinod Sharma (Editor) Culture is a 'cumulative custom of beliefs, values, rituals, and sanctions practiced by a group of people, province or country'. It is a more sensitive dimension of internationalization of any business and making it perform in a culturally diverse environment. Sometimes, nations states lose their normative significance in a cross cultural setting (e. g., India, South America). It is because they