Following Heithams question, I found the question you raised regarding what unforeseen cultures is the market embedded in? very interesting. I guess we naturally go to a producer or tradesman that we feel confident will understand what we want, someone that understands our culture. So for someone in the west to make a recommendation to someone in a completely different culture then they are unlikely to take it up. If this a barrier to market infiltration does how we can get round this? Are there studies on cultural behaviour that give examples of how such barriers can be overcome?