Importances of culture in international marketing?

Business executives who hope to profit from their travel have to learn about the history,

culture and customs of the countries to be visited. Business manners and methods, religious

customs, dietary practices, humor and acceptable dress vary widely from country to country.

Understanding and heeding to cultural variables such as these is critical to success in

international business travel and in international business. Lack of familiarity with the business

practices, social customs and etiquette of a country can weaken a company's position in the

market, prevent it from accomplishing its objectives and ultimately lead to failure.

Take away

By now you should have understood that culture is a powerful undercurrent in international

business. Culture manifests itself in many forms and is present in all interactions within a

society. Culture has been defined in many ways - from a pattern of perception that influences

communication, to a site of contestation and conflict. There are different cultural spheres of

influence: national, professional and organizational. It is therefore important to assess their

potential impact and devise strategies for using them creatively.