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Introduction In the business world today borders are blending and multi-national mergers are causing many company nationalities to become indistinct As the globalization of markets rapidly increases many companies are finding international expansion a necessity of competition The world is greatly affected by this movement towards a global market and many companies are finding it extremely important to adapt to other cultures The most considerable obstructions to successful international marketing involve misinterpretations and contrary views resulting from cultural differences Being both aware of some of these issues and prepared to make the necessary accommodations can save companies time effort and a considerable amount of money Culture being intangible in shape builds up of a particular societys behaviors from religion beliefs to dressing style to art to methods of farming Trompenaars and Hampden-Turner 1997 p3 consider that culture is a shared belief of a group of people Also according to Mahoney Trigg Griffin and Pustay 2001 p373 culture is the set of values attitudes beliefs behaviors and customs that distinguish a society Besides in the context of international management culture is defined as everything that people have think and do as members of their society Holt Wigginton 2002 cited in Ferraro 1990 Culture reflects social rules however it might be defined while business must be conducted within the context of the society a society culture thereafter guides the firms how to run in such society Understanding culture constituents might help companies visualize the effects on conducting business The reasons why understanding culture is important in doing international business will be discussed associated with examples In further response to this question I will subdivide benefits from appreciation of culture as marketing products managing workforces and dealing with host country governments Mahoney et al 2001 Finally the paper will conclude that doing business with multiple cultures can be a challenging venture only those being well prepared for importance of understanding culture might eventually success
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