Answer:
underlying values
Step-by-step explanation:
Culture is the total way of life of a people/society. Culture shapes their ideology, approach to life, moral, and ethical values.
Global businesses often find it difficult to understand the underlying values of a country's culture. The Global businesses have values from the countries they are been founded from. They will actually build there values from there home country before spreading their tentacles abroad. it usually seems like an herculean task to fit in into the values of a new culture in another country.
For example, in some muslim dominated country, women are not permitted sit together in the same commercial bus or taxi with men. They are not permitted to exchange pleasantries with a handshake. A global business from the United State trying to establish its presence in this country, might find it difficult to understand the values of the Muslim country.