According to Hall (1977) in addition to learned nature of culture, anthropologists consider that all cultural aspects are interlinked and within a culture different groups share the same culture that distinguishes these groups as well. Therefore, change in one feature influences the other aspects of the culture in either direct or indirect way (p.16).
Contrary to common belief, culture is more than art, music or literature when it comes to marketing on global level. It’s a major source of influence on activity in the marketplace. According to Keegan(2002) culture is defined as “ways of living” by anthropologists and sociologists. These particular ways are formed by group of individuals and pass from one generation to another. These ways of living are inaction in form of social, educational, business and religious institutions. Culture is not one time solution but a combination of conscious and unconscious set of ideas, beliefs, attitudes and symbols that form collective human behavior (pp.94-5).
Culture is a complex and intriguing component of international business environment. Appropriate knowledge of cultural dimensions plays a crucial role in product development, promotion, human resource management, business negotiations and management of socio-political environment. One of the major problems is the implicit nature of cultural features. Cultural variables prove to be troublesome for multinationals with insufficient homework as their managers fail to realize the variance that leads to serious blunders (Cherunilam, 2007, p.75).
Cherunilam(2007) further explains that in order to craft just the right strategies for potential customers in a certain culture, it is inevitable for marketers to understand their cultures. Some products and services are accepted in one culture while others reject them. It is crucial to modify the products