The importance of culture, which is defined as the whole of all material and spiritual values, has increased even further with the process of globalization. Economic markets, which have turned into a global village, have become the places where enterprises offering similar, homogeneous products and services take place in an intensively competitive environment. This change has made certain impacts on consumer behaviors and led to the formation of a knowledgeable, impatient, machiavelist, inquisitor consumer who do not content with what they have. In today's world where the idea of “ I sell whatever I produce" is replaced by the idea of " production of the customer's desired product ", businesses' planning of their marketing and management strategies according to the cultural values in the markets they operate will bring about a great advantage in gaining superiority in sustainable competitive advantage. The rise of competition to the international level and being strong in the shrinking markets depends on managing different cultures in the best way and eliminating the problems that may arise from the differences. This situation has an important role in the success of the enterprises operating in a global context. These issues, which were ignored by many managers in the past and kept in the background in the policies and strategies prepared, caused the failures of many enterprises. The main purpose of this study, which is based on this idea, is to determine the impact of Hofstede's cultural differences on the management and marketing strategies of businesses operating in the international arena. In this context, firstly, information is presented about Hofstede's cultural differences, then the effects of cultural differences on international business administration are explained and the arguments of the study are supported with cases from different countries.
hofstede, culture, cultural differences, international business
|Author :||Yunus ZENGİN - Funda TOKUCU|
|Number of pages:||1135-1155|