Stefan Robertson is very conscious of his behavior as he greets prospective Mexican clients at a local restaurant in Guadalajara. Although he invites his guests to drink an exclusive limited production aged tequila made from 100% blue agave, he abstains from drinking. He perceives his abstention to be permissible in Mexican society because drinking tequila would be considered to be a cultural for foreign guests.

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Stefan Robinson perceives his abstention to be permissible in Mexican society because drinking tequila would be considered to be a cultural elective for foreign guests.

Stefan is doing business in México, a country with many different customs than the United States. So he has to be aware of what is correct and don't when dealing with his Mexican customers,

When we are talking about cultural electives, this means that a foreign individual could accept t do something but he is not required to do so. In this case, it is understandable that the foreign person is not used to that custom or tradition. And that is understood and respected. That is why Stefan is not drinking tequila with his customers.

Customer imperatives are things you must do in order to be accepted or have success when doing business in another country.

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