culture's influence on PR and business (response to "Public Relations and the Profit Motive")

Since I have bachelors degree in international business, the article "Public Relations and the Profit Motive" by James Horton caught my attention right away. Horton compares business and public relations by explaining that business schools teach the importance of revenues and earnings but public relations teaches the importance of relationships and reputations. I thought I was going to get defensive about the author's jabs at business schools, but instead the article made me think about my other areas of interest and expertise- the international and cultural side of my degree and experience. While he may have valid points regarding motives of corporate and capitalist America where our culture is conditioned to believe in the importance of profit, he does not discuss business in other parts of the world where the culture emphasizes relationships. There are some countries where in order to conduct business, you must first establish a relationship with the client/customer. What is the difference between business and public relations in such countries? Is a greater importance placed on public relations in those countries than in the US? Is there a stronger link between the two or maybe they are one in the same? I am new to PR, so I do not know the answers, but I have studied international business and I know that this article can not apply throughout the world. I also wonder if the American culture will allow for a shift in beliefs as the author calls for in his conclusion.