Provide a definition of culture and explain what role it plays in international marketing.
-Definition of culture, terminational culture
-how it works
-role of culture
-Hofstede and bond’s dimensions of national culture
.power distance
.uncertainty avoidance
.individualism-collectivism
.masculinity-femininity
.long-term – short-term orientation
-give example link to hostedge’s theory
-theory of Edward hall ;high context low context
-give example link to Edward hall
-case study
compare two companies between company that aware of culture and company that do not aware of culture.
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