the other hand, theUnited States reflects its competition individually, creating a culture where everyone"strives to be the best they can be" and that "the winner takes all" [26].Uncertainty avoidance in Ecuador is relatively high which means that it uses differentmechanisms to avoid ambiguity, in this culture emotions are expressed openly andconservatism prevails even though the rules are not always respected, about itscollectivist characteristic this also reflects that the traditions of each group are alwayshighly respected [18]. The United States, on the other hand, is below average, whichmeans that its members accept new ideas and try new things; this can also be seen in thehigh level of innovation and creation of new products in the