ulture is integrated in each and every individual existing in this world. It is a simple term originated from Latin word cultus which has got lot of intermeanings.
It is an integrated pattern of the ideas, customs, and social behaviour of a particular people or society from different regions or the arts and other manifestations of human intellectual achievement. Culture is like mental software and it has been defined as “the collective programming of the mind that distinguishes the members of one group or category of people from others”
Geert Hofstede, (2009). Culture diversity and multiculturalism are the problems faced by business firms who tried to do business globally.
Cultural diversity related to variety of human societies like dress, language, traditions and cultures on a particular region or particular part of the world or as a whole, while multiculturalism with organizational promotion of multiple cultures. Multiple cultures mean giving respect to different types of culture at same time. All the aspects regarding the culture have to be considered when a concern is going to launch its products globally.
So in the case of international business, understanding culture of different countries is important because then only a company can put forward its globalization strategies, marketing strategies as well as organization structure.
Without proper foundation a company can’t keep moving globally and launch products since cultural world operates in its own internal dynamic, its own principles and its own law-written and unwritten. Understand words, material things and behaviour since culture is communication. Understanding the
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cultural differences is not an easy purpose because each country has its own hidden code of behaviour since it is a unified entity which inter-relates everything. But since