One of these cultural challenges is the business related alcohol consumption. As alcohol consumption is commonly expectable during certain business activities in Asia and Europe (especially, East Europe), this phenomenon is primarily challenging for American managers were alcohol is not part of the customary business conduct. Therefore, American managers should be especially aware to the influences that are associated with alcohol consumption, even if done in moderation.

The consumption of alcohol during business activities can be commonly found during the past centuries. Moreover, in some cultures business cannot take place without the consumption of alcohol. Consequently, many managers view the consumption of alcohol as part of the way business is done, without considering the effects of alcohol. Even a modest amount of alcohol can

In conclusion, mangers should be aware to the hazards and benefits that alcohol consumption during negotiations can cause. They should take into account the cultural norms and attitudes towards alcohol consumption as well as the effect of alcohol on the physical and cognitive functions. Of course, that the effect is dependent on many factors such as body weight, age, consumption history, and genetics (Schweitzer, p.52), nonetheless, it should be taken into account. Lastly, as in everything in life managers should avoid extremism when approaching alcohol. Sometimes a little drink would be too much, but sometimes absentee would be rood and inappropriate.

Nonetheless, and in spite of all the hazards in alcohol consumption during business activities, managers should not cross it out all together from the way they conduct business. There are also benefits to drinking alcohol during negotiations. It was shown that alcohol consumption by a group of people could lead to a stronger sense of camaraderie and friendship. Inebriated people tend to be more open, reviling, and emotional. As always, these behavior traits can lead to great relationships, but also, to great conflicts.

Furthermore, alcohol lowers cognition performance, hence, harming the perception of the negotiator. This can lead to cases where the negotiator miss subconscious cues and underlined intents sent by the other parties. In addition, alcohol harms the performance of the short-term memory, and the process of co

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