Why Culture Matters Within International Business

Why culture matters in International Business The purpose of this memo is to explain why culture matters in International Business and to give you some background information on culture and how this can improve the business once it is expanded abroad. According to Cavusgil, knight, Riesenberger(2014), â€Å"Culture is the learned, shared and lasting orientation patterns in a society. People demonstrate their culture through values, ideas, attitudes, behaviors, and symbolsâ€Å"(p.82). The culture that a person may live in or grow up in can make us who we are today. Culture affects every aspect of our daily lives, whether it be from the decisions that are made and carried out in the work place to the way one may dress. Culture is a crystal ball through which the way the world is viewed. It is the common ground to what is sought, how one makes sense of it and how it is expressed In international business, we must step into the different culture environments and craft our role during this process. Understanding The Cultural Factors In International Business According to Cavusgil, Knight, Riesenberger (2014), â€Å"Cross- cultural risk is a situation or event in which a cultural misunderstanding puts some human value at stake. Misunderstanding and miscommunication arise because people have differing values and expectations†(p.83). Cross culture misunderstandings can destroy a business image, hurt sales, and business deals. Culture is mostly the rootShow MoreRelatedEssay on International Expansion1026 Words   |  5 PagesMGMT415 Unit 1 Assignment International Expansion Many companies today want to expand their business to the international business, which can bring cost down and profits up. 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