Culture is one of the most challenging elements of the international marketplace. This system of learned behavior patterns characteristic of the members of a given society is constantly shaped by a set of dynamic variables : language, religion, values and attitudes, manners and customs, aesthetics, technology, education, and social institutions. To deal with this system, an international manager needs both factual and interpretive knowledge of culture. To some extent, the factual knowledge can be learned; its interpretation comes only through experience. The most complicated problems in dealing with the cultural environment lie in the fact that one cannot learn culture--one has to live it. Two schools of thought exist in the business world on how to deal with cultural differences. One is that business is business the world around, following the model of Pepsi and McDonald's. In some cases, globalization is a fact of life; however, cultural differences are still far from disappearing. The other school suggests that companies must adjust business approaches to individual cultures. Setting up policies and procedures in each country has been compared to an organ transplant; the critical question centers around acceptance or rejection. The major challenge to the international manager is to make sure that rejection is not a result of cultural myopia  or even blindness. Fortuneexamined the international performance of a dozen large companies that earn 20 percent or more of their revenue overseas. The internationally successful companies all share an important quality: patience. They have not rushed into situations but rather built their operations carefully by following the most basic business principles. These principles are to know your rivals, know your audience, and know your customer. This article is supposed to be most useful for those  _  .
who have connections to more than one type of culture who are interested in researching the topic of cultural diversity who want to run business in other countries who want to travel abroad