A COMPREHENSIVE OVERVIEW OF THE ROLE OF NATIONAL CULTURE IN INTERNATIONAL BUSINESS

Abstract

This literature review provides an in-depth analysis of the role of national culture in international business. Given the significant impact culture has on shaping the behavior of individuals and organizations, the review highlights the need to understand the various cultural dimensions in the context of international business. The literature review identifies cultural diversity as a source of both opportunity and challenge for businesses operating in different countries. It also explores the various aspects of international business in which national culture has a significant impact, including marketing, human resource management, and negotiations.

The benefits of international business are highlighted in the review, including higher profits and access to new technologies and resources. However, the review also identifies potential risks, such as political instability, currency fluctuations, and economic volatility. The literature review emphasizes the importance of cultural sensitivity for successful international business, and presents strategies for managing cultural differences.

The review concludes by emphasizing the need for further research on the complex nature of national culture and its impact on international business. Understanding and adapting to cultural differences is crucial for businesses looking to expand their operations beyond their domestic borders.