Interesting base article as I read through cultural competency insights.  The article uses international commerce for illustration but the cultural variety in domestic markets and institutions has exactly the same application.  Cultural diversity of customers / consumers and staff of an organisation should be well understood and adapted to in order to get the most from and for the business.  It has proved a powerful tool in New Zealand Health with respect to Maori and Pacifica work force and patients in my experience.

This topic should manadatory reading for anyone involved in cross-border commerce. Particularly as politicians in the West seem to be intent on hindering inter and intra- continental trade. 

Understanding cultures in business is critical in this day and age. Having some cultural awareness will help to build relationships as many corporates have muli-nationals in there work place.