Here Dr. Trompenaars starts by analysing the concept ‘globalization’ and why it can lead to problems in international business. He also discusses how some cultures apply a very consistent, ‘universalist’ approach to life, whereas others may see things in a much more particular, case by case manner. He then relates how such approaches can determine how different types of businesses work – whether as globalised, multi-local or trans-national firms, and how you can recognize them.