By taking into account the fact that cultural differences may influence behavior, perception, or interpretation, samir was thinking Cross culturally when determining the proposal approach.
Each culture will have its own set of belief systems and practices. Because each culture is different, the issues that resonate across cultures will be the opposing beliefs and practices. For example, religion is often an issue across cultures, because each culture is sure that their religion is the correct one, and that other cultures should follow suit.
In response to these issues, arguments are developed to attempt to prove once and for all that the belief systems in a particular culture are right, while the opposing belief systems in other cultures are wrong. In the case of religion, one would try to provide evidence for Christianity, for example, while at the same time negating the importance of religions like Buddhism or Judaism.
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