What is culture (4:04)

Cultural differences within and between countries affect the way business is practised. Developing an appreciation of and sensitivity for cultural differences is an imperative. National cultures influence consumer behavior, managerial effectiveness, and value-chain operations, e.g. product and service design, marketing, and sales. Managers need to develop skills in dealing with other cultures. The consideration of these cultural differences and sensitivity are crucial factors in cross-cultural management. This unit deals with the core characteristics that differentiate cultures and their meaning for international business.