The effect of culture on the business management process in a Hispanic setting is explored for the benefit of persons in business in Latin America or with Hispanic groups in the United States. Understanding of cultural differences is important for business managers who work with Spanish speaking employees or clients because of the wide-ranging and profound effects of culture on many aspects of business. Culture influences communication with personnel, new initiatives, structure, work activities, ambience, job performance, and motivation. Culturally based interpersonal or group conflicts in a business organization can adversely affect any of these factors. The influence of five Latin American cultural traits on the business management process is analyzed. Individualism, dignity, machismo, fatalism, and the primacy of interpersonal relationships play a key role in the self-esteem necessary to competent performance. It is concluded that businesses and management must create a more humanistic and personal relationship with their employees and clients and understand their cultural traits in order to ensure a comfortable and productive work environment. (RW)