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View of organization

Culture can therefore be described as passive yet important as it reflects and affects methods of executing the strategy. Change agents in organization must not only understand what is culture but also how to change it. 3 A major problem recurring in most organization is how to effectively make cultural changes. Though most managers understand that culture affect execution their attempt to change it falls short.

Religion as part of culture influences how business is done for instance under Islamic laws bank interest are prohibited therefore most banks in Muslim countries issue share to depositors instead of interest on deposit and charge commission and fees to borrower instead of interest on loan. In Chinese 12 year calendar birth rate are expected to be high during the dragon year therefore firms which manufactures toys and children clothes should increase production.

In Muslim countries during the month of ramathan believers do not take meal during day time which curtails lunch business for most restaurant but opportunities arise for traditional buffet dinners after dark. Language as one of the defining expression of culture also plays an important role in international business. Difference in language structure and the use of slang and dialects may have dire

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consequences on a firm in marketing it brand name.

for instance in china coca-cola was translated as “bite the wax tadpole” and was outdone by Pepsi whose “jingle Pepsi come alive” was translated into “bring your ancestor from their burial place” which was seen by the native as a good way of avoiding problems (Schneider, & Baroux, 2003). Classification of national culture A nation is one of the visible layers of culture but it should be noted that nation and culture are not synonymous. National boundaries and culture overlap partially but in assessing culture and other environmental such as economic and political then national unit represents the most convenient way.

4 According to hofstede national culture can be classified into the following dimensions; uncertainty avoidance, power distance, masculinity/femininity and individualism/ collectivism (hofstede, 2005). The main areas in business where managers need to account for national and corporate culture while making decision involves marketing, human resource management and strategy implementation. International marketing and culture Culture affects the society basic values, perception, preference and behavior.

The market behavior and consumption pattern are shaped by society values and beliefs. The major cultural values in society are expressed in peoples view of themselves and others as well as in the view of organization. Some society may be classified under social stratification in term of low or high. This poses a challenge to marketers because they have to appeal to each group differently in term of perception, altitude, likes or dislikes lifestyle and other areas of uniqueness.

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