These elements give us the patterns of behavior or the way of doing international business. There are inter-cultural events express through the natural selection of myths, stories, symbols, languages, and procedures. The corporation tends to keep these alive, and they are useful in the understanding of culture. Traditions are not the same thing as history. Create assumptions that the corporation, the market or the people will do certain acts.
Values tend to give order, exposure, venues and promotion.
Values must be discussed, celebrated, molded, rewarded, and embedded. Values are passions which trigger a bias for action. Values affect, for example, profitability. Norms are rules, policies, do's and don'ts, and standards of behavior. It is very important to know the characteristics, not only to know the culture but to understand how combinations of characteristics work.