Success on international business journey depends significantly on understanding culture and appreciating how profoundly values, attitudes and behaviors are shaped by it. Unfortunately, culture is a complex phenomenon, "The understanding of which is aided neither by the diffuse use of the term in everyday conversation nor by the wealth of definitions in current use". At the very outset, we face the challenge of developing an understanding of culture that both captures its essence and will serve as a practical guide to the broad spectrum of cultural diversity.