This video describes the 3R approach to working effectively in a cross-cultural environment. The 3Rs consist of (1) Recognizing cross-cultural differences, (2) Respecting differences, and (3) Reconciling differences. Transcript A few years ago while working for a foreign company with operations in Serbia, I met with the plant manager for a tire manufacturer. My job was to help streamline operations and identify additional suppliers. The plant manager was cordial but distant.