Culture is the shared, learned, and enduring orientation patterns in a society. People demonstrate their culture through ideas, values, behaviors, symbols and attitudes. Culture is the customary beliefs, social forms, and material traits of a racial, religious, or social group. It is also the characteristic features of everyday existence shared by people in a place or time. Culture represents one of the four major risks associated with international business. Cross-cultural risk is a situation that causes cultural misunderstanding that puts some human value at stake. It could be differences in language, lifestyles, mindsets, customs or religion. Cross-cultural risk is aggravated by ethnocentric orientation, which is when we use our own culture as the standard. Polycentric orientation denotes a host-country mindset in which the manager acquires a strong like-mindedness with the country he or she is doing business with. Geocentric is what all managers should strive for. It is a global mind-set in which managers are able to understand a business without regard to country boundaries.…