Nowadays, the world is changing faster and faster. Together with this dramatic
development, business men and women have to face with a lot of difficulties that confront
them on daily basis. One of the most difficult problems that affect international business is
culture. Different communities or countries in the world follow different mannerisms and
etiquette. The way or view to see a problem might change from country to country, across
the globe. The international business culture, as a whole, is a congregation of various
business practices, cultural influences and the thought processes followed in different
nations. In this article we will discuss the impact of culture on international business and
businessman which can be seen in mannerisms, communication, and many such things.
Culture is collective programming of the mind which distinguishes the members of one
human group from another, including system of value, and values are among the building
block of culture (Hofstede, 1980). Besides, culture is also the glue that blinds groups
together; without cultural patterns, organized system of significant symbols, people would
have difficulty living together. Culture includes shared believes, attitudes, norms, roles and
values found among speakers of a particular language who live during the same period in a
specific geographic region. Culture has great impact on doing business as well as
businessmen because it is the context in which a company (people) operates. There are a
whole range of cultural issues thatinternational marketersneed to consider when
communicating with target audiences in different cultures.
Language will always be a challenge. It is difficult to underestimate the importance that an
understanding of linguistic differences plays in international business communication. One
cannot use a single language for an international campaign. For example, there are
between six and twelve main regional variations of the Chinese languages, India has 22
languages. Differences in communication, for instance, make it essential to understand
cultural norms in the countries in which these companies operate. For instance, John
Hooker at Carnegie Melon University points out that some forms of communication have
implied and understood meanings that only make sense within a cultures context. This
form of “high context communication” requires knowledge of the culture and its
understood traditions. The way of communicating could be different in different cultures.
The terms used by some might sound harsh to others. It is very challenging for business
men and women to have a complete knowledge to prevent them from making mistakes.
The second thing is about environment and technology. The ways in which people use the
