Universalism and particularism are concepts in cultural studies that contrast two different approaches to values and social norms. Universalism emphasizes the idea that certain values and principles apply universally, regardless of context or individual circumstances, while particularism focuses on the belief that context, relationships, and specific situations significantly influence values and norms. Understanding this dichotomy is crucial in international business as it affects decision-making, negotiation styles, and relationship-building across cultures.
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