THE ROLE OF CULTURE IN INTERNATIONAL BUSINESS

Culture is complex, diverse and difficult to understand. However, culture is always present in international business negotiations and can include various cultural factors. According to Baak, Harris and Baak, “Culture is the beliefs, practices, and attitudes of a particular group of people. The term "culture" can be applied to a nation, region, city, or individual business. Cultures and discourses are interconnected and can complement and limit each other. Thus, cultural differences play an important role in influencing international trade negotiations. To work in international trade negotiations, negotiators must understand the nature of cultural differences and understand how cultural differences affect international trade negotiations.