REVISITING CULTURAL ELEMENTS INFLUENCING INTERNATIONAL BUSINESS PRACTICES

Abstract

International business deals not only cross borders but also across cultures. Culture profoundly influences how people think, communicate, behave and transact. This paper is aimed at revisiting the concepts of cultural elements that influence international business and looking at the theoretical and practical implications. This paper adopts a Methodology of documentary analysis and a review of the relevant literature. The paper recommends that Business executives should create cultural awareness, retaining their identity and develop a sense of cultural heterogeneity and synergy. And also accept culture as common as individual differences that are instrumental in minimizing cultural differences in international business encounters.