1. ¿Why did I learn?
I learnt in this lesson, the different aspects that surround a cultura such as: Ideology, nationality, ethnicity, social class, gender among others, and how those aspects affect international negotiations. Culture is such an important base in the international environment, due to the globalization phenomenon, cultural knowledge is more required day by day. Why? Because it is necessary to know and get involved in the other´s culture, thus it becomes easier to understand their behavior and to run negotiations.

2. QUESTION
*What is the point of the Ethnography research method in International business?

3. ANSWER
The ethnography research method stands the understanding of a specific group of people belonged to a culture, by means of answering questions and gathering data related to that group of people, creating observations, perspectives (insiders and outsiders) and reaching behavioral results about that group of people. This method facilitates to international negotiators to understand and be prepared about a specific culture in order to carry successful negotiations.