文档介绍：The cultural risk in international marketing
review
Under the background of economic globalization, multinational management and merger and acquisition activity is becoming more and more frequent, the enterprise inevitably faced with foreign competition and multi-cultural conflicts, all managers need to consider the concept of globalization with the management of the enterprise and management, must consider the cultural differences to the impact of the enterprise. Whether or not pay attention to cross-cultural management is becoming a modern enterprise management influence the success of key factors. How to correctly understand and identify the cultural differences and enterprise management risk and take positive coping strategies, in order to enhance the risk resistance ability of the enterprise, is an important subject of modern enterprise faces.
Through reading the papers and refering to the investigation conducted before, it is not difficult to summarize the following conclusion, cultural factors on international marketing has a profound impact. Culture infiltrates in every corner of the life. Successful international marketing should turn the cultural risk into cultural opportunities by understanding, catering to the target country's religious, beliefs, customs, habits to get potential customers’ trust and favor. The direction of our efforts are mainly concentrated in the following three aspects.
To begin with ,with the increase of cross-cultural contact and the globalization of marketing activities ,the increasingly important question for international sales staff is how to deal with the culture deferences between other countries and their own nation. First of all, it’s agent to solve the cultural boycott. Most cultures have national -central tendency, that is to say, people have a strong sense of identity of their own nation's culture and consciously or unconsciously detract strange and unknown part from other cultures . National -cent