“When in Rome, do as Romans do”. Well this adage may be an old one but its significance in modern times cannot be under estimated. In the era of globalization, businesses are willing and capable of transcending the borders of the country. Their clientele, locations, associates etc. are mostly in different countries. or different continents altogether. Quite paradoxically, the nations where businesses are done do retain their values and beliefs which if not respected can seriously hamper an organisation’s brand image.