International Business

Start Your Free Trial

Why is it important that international managers understand the culture of a society?

Expert Answers info

Adam Worcester eNotes educator | Certified Educator

calendarEducator since 2018

write124 answers

starTop subjects are Literature, Business, and History

The better cultural understanding international managers have of the society in which they work (and often live), the better chance they have of achieving their goal -- whether it's increasing sales, raising brand awareness, providing better service, or maintaining market share. A common mistake is to assume norms in the home culture match cultural norms in a different country. Another mistake is to assume that culture remains static. Thus, even if a manager has a good feel initially for the cultural pulse of a society, culture can, and often does, change rapidly. If a company cannot anticipate cultural changes, and market effectively for them, it risks getting surpassed by rivals or becoming irrelevant in that market. Companies work diligently to understand and market to customers in their home cultures; they should be no less diligent in marketing internationally.

check Approved by eNotes Editorial

Greg Jackson eNotes educator | Certified Educator

calendarEducator since 2018

write1,037 answers

starTop subjects are History, Literature, and Social Sciences

With the increasingly globalized nature of business, it is essential for international managers to have a firm understanding of the cultures of the societies in which they interact. There are subtle, yet crucial differences between cultures that can go unnoticed by those not well trained to notice them. These little differences have sometimes led to unnecessary and...

(The entire section contains 4 answers and 581 words.)

Unlock This Answer Now


check Approved by eNotes Editorial

cjarus eNotes educator | Certified Educator

calendarEducator since 2013

write110 answers

starTop subjects are Literature, History, and Business

check Approved by eNotes Editorial

pohnpei397 eNotes educator | Certified Educator

calendarEducator since 2009

write35,413 answers

starTop subjects are History, Literature, and Social Sciences

check Approved by eNotes Editorial