According to some of the participants, the awareness of the need to invest time and money
in cultural analysis is absent among the key stakeholders: the sponsors. Even if the designers and the management acknowledge the need, personal bias or ignorance may lead to a
lack of acceptance or recognition of the cultural issues, and this might also contribute to
resistance by sponsors and designers. For example, Case 5 explained,
customers hire me to discover why training is not working
in other cultures and when I tell them I do not know why
they do not quite believe it and I am not sure how to get
them past that hurdle. It must be an American thing that
I must be doing everything right. (¶49)