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Culture plays a significant role in international as well as local businesses. It has been defined in several ways. Culture could be defined as a collective encoding of the mind that differentiates an individual, a member of a group, a nation or a state from the others. Individualism and collectivism have defined the economic as well as cultural structures of the societies in which we live. Individualism-collectivism describes the connection between the individual and the group to which he belongs. In this dimension stress is laid on personal goals over group goals.
A culture which is individualistic renders the society to perceive personal achievements. On the other hand, collectivism renders the society perceive there thinking in terms of group achiev.............
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