Research emphases on cultural differences and/or similarities: Are we asking the right questions?

Many authors have suggested the need to look for cultural differences and similarities, but few researchers seem to have done so. In fact, most authors look for and find differences. The problems of this tendency are considered. Suggestions are then made to at least, partially, overcome these problems and more accurately report our research findings in order to more helpfully aid international businesspeople in areas such as avoiding blunders in different cultures.