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Aristotle observed over two millennia ago the differences he saw in cultures of people residing in warm climates, who he described as intelligent but not very heroic, as opposed to inhabitants of cold climates, who he in turn called brave but not so intelligent.
Since then much more detailed analysis by various researchers has led to the formation of many different theories and models regarding the differences in culture. These differences can be noticed (or not) in national cultures, family cultures, company cultures, and functional cultures (i.e. sales versus marketing). In an ever-increasing global environment these differences are more and more becoming daily issues that need to be addressed in order for multinational organizations to carry on with their operations. IKEA is a typical example of a growing multinational which has expanded their operations into different national markets. They sell furniture along with part of their culture; their blue and yellow image is becoming recognizable throughout the world. IKEA pays close attention to the cultures of the countries that they have expanded into, especially when considering their employees in that foreign market. It is their intention to bring their values with them wherever they open up stores and this calls for a fundamental understanding of the different cross-cultural theories that have been developed by kkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkk kkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkkk h j j jj j j j j jj j j j jjj j j j j j j j j j j j j j j j j j j j j j j j j j j