The idea that these and some 30 other behaviour patterns are cultural rather than genetic was supported by the fact that particular sub-species (which differ from one another genetically) are not associated with particular behaviours.

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People choose based on their values, their personality, knowledge, location and all sorts of other factors, that differ from one person to another.

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The degree of collaboration can differ from one agency to another.

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However, the recent experience of Unilever, the world's largest consumer-goods firm, suggests that managing a big family of brands that differ from one market to another is horribly complicated.

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For example, your credit score pulled by one credit card issuer is likely to differ anywhere from 5 to 50 points from another credit card issuer.

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