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How does culture influence international business?

International Marketing and CultureWhat is the influence of culture on international marketing?Culture is the way that we do things around here.

Culture could relate to a country (national culture), a distinct section of the community (sub-culture), or an organization (corporate culture).

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It is widely accepted that you are not born with a culture, and that it is learned. So, culture includes all that we have learned in relation to values and norms, customs and traditions, beliefs and religions, rituals and artefacts (i.e.

tangible symbols of a culture, such as the Sydney Opera House or the Great Wall of China).Therefore international marketing needs to take into account the local culture of the country in which you wish to market.The Terpstra and Sarathy Cultural Framework helps marketing managers to assess the cultural nature of an international market.

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