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There is a very famous saying that “when in Rome do as Romans do”. It is always better to accept and then expect. When such large investment is made than the company should enter another countries market with an acceptance to what is the culture of that country. Culture of a country emphasis on individual behaviour. It influences the thinking process, consumption habits, communication process, etc.... and the list is endless. The failure to consider cultural universals results in a tendency to overemphasize cultural differences. Note that shared values do not necessarily mean shared or identical behaviour...
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