Frank’s company was planning to enter the Mexican market and had sent him to meet with Juan, the manager of the firm with which they planned to establish a partnership. They agreed to meet for lunch at 2 p.m. at a restaurant in Mexico City. At 2:30, Frank, thinking he had misunderstood the time or place, was leaving when he encountered Juan, who did not apologize for being late. Juan then ordered a special brandy for them and proceeded to talk about the local museums, churches, and other points of interest. Frank indicated that he did not have time to visit local sites and was anxious to discuss their proposed business partnership. When the brandy arrived, Frank declined, saying he did not drink alcoholic beverages during the day. Each time Frank tried to turn the discussion to business, Juan immediately changed the subject to other topics, including inquiring about Frank’s family and personal life. At the end of the two-hour lunch, no business had been discussed. Frank returned to the United States the following day and reported to his supervisor that the Mexican firm apparently had no interest in the proposed partnership. How could Frank have better prepared himself for the cultural shock he experienced?