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In this paper we will question commonly accepted ‘rationality’ by using and comparing different cultural values. We use a set of explanatory images to illustrate our points. We show cultural values are not just opposites, but actually work together and are long-lasting and slow moving. We also show that these values cluster together and vary between economies. We can see these in Western and Asian models of business culture, to which we add a third hybrid version within which organizations have to operate. ARTICLE HISTORY Received 10 May 2019 Revised 23 June 2019 Accepted 23 June 2019

The Pitfalls of Rationality: Values as Differences to be Reconciled in Comparing Business Cultures in the West to Asia.