Role of culture for firms in international marketing

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Reference no: EM132414317

"Ever since Hall's (1960), introduction of culture as the silent language in overseas business, the study of culture, often defined as national culture, has fascinated scholars and managers of international business" (Yaprak, 2008: p.215).

Critically discuss the role of culture for firms in International Marketing. Please use value theories and practical examples to support your answer. 

Reference no: EM132414317

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