Particularistic cultures avoid rigid or standardized systems to manage across cultures. They rather prefer to leave some room for changes which might occur in the future process. Some stereotypes say that Germans are talented to build infrastructure and Americans are excellent to develop and invent new products/ideas. When markets became more individual and specific the USA came into trouble with their way of mass production and mass marketing. Especially in competition with particularistic countries like France who are orientated on individual and customized products.