Cultural Globalization in the Context of International Business
Cultural Globalization in the Context of International Business

Summary/Abstract: Beyond locating meanings of globalization, and their connection to those of culture and cultural environment of international affairs, in this paper we propose to analyze the significance of this connection as the main motivation for research. Initially, the primary theory of international economic relations has denied aspects of the influence of culture in profit in the international trade. Classical doctrine of international trade theory based on Ricardo explain on a purely commercial gain related strictly to the traditional factors of production. Subsequently, globalization has changed the equation by introducing new variables in international trade. In the current stage of development, companies are increasingly global, while the consumer remains or cultural features distinguishing it emphasizes the international market. The essential question here goes: How do we do global sell to an individual consumer? What role do knowledge and respecting individual cultural or national? The answer is based on the special attention paid to the local consumers of products and services according to the particular consumer experience.

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