Business failure due to cultural differences “Red is a positive color in Denmark, but represents witchcraft and death in many African countries” (Understand and take into account, 1991, p.1). Simple understandings, like this, can make the difference in the success or failure of a business in a foreign country. Different countries have different customs and beliefs that one must get used to in order to succeed in business. American companies particularly struggle with this concept. “In the past, Americans have not demonstrated great sensitivity to cultural distinctions” (Understand and Heed, 1991, p. 3). Perhaps it's because America is made up of so many different cultures that Americans are so accustomed to easily adapting to everyone's differences that they forget that other cultures are not as flexible. Today, more and more Americans are becoming more sensitive to the differences of other cultures. This sensitivity and understanding come at a price, after a long series of business failures. It's only when a business fails miserably in another country that they realize the adjustments that should have been made to make their success a possibility. With an understanding and sensitivity to the customs and beliefs of other cultures, it is possible that successful businesses from Western cultures will also succeed in foreign countries. Differences in other cultures vary according to the beliefs, lifestyles, or norms, of different societies. The importance of understanding and being sensitive to the differences of other countries is essential to the success of a business. “Lack of knowledge of a country's business practices, social customs and etiquette can weaken a medium that was created to make its success a possibility. With an understanding and sensitivity to the customs and beliefs of other cultures, it is possible for successful businesses from Western cultures to also succeed in foreign countries. Works CitedChung, Mona (January 16, 2009). The bicultural consultant is your key to the red door. China Success Stories, retrieved March 20, 2009 from http://www.chinasuccessstories.com/2009/01/06/between-two-cultures.Schaefer, RT (2009) Sociology: A Brief Introduction (8th ed.) New York , NY: McGraw Hill. Understanding and accounting for cultural differences – cultural variables in international business transactions. (1991, January 28). Business America. FindArticles.com., accessed March 20, 2009 at http://findarticles.com/p/articles/mi_m1052/is_n2_v112/ai_10412261/pg_4?tag=content;col1