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Contents Introduction 2 Definitions of Culture 2 Cultural Similarities 3 Cultural Diversities 3 Measurement of culture 3 Power Distance 4 Uncertainty Avoidance 5 Individualism/Collectivism 5 Masculinity/Femininity 5 Empirical Evidence for Cultural Diversity 6 Economic Benefits 7 Strategic Alliances/Joint Ventures 8 Leadership 9 Learning 10 Marketing 11 Ethics/Social 11 Bibliography 13 Introduction: In order to counter the arguments put forward by Palich and Gomez-Mejia regarding cultural diversity it is important to define the main issues in the debate. In order to address the issues, it is essential to begin by defining what is meant by culture in this context. On establishing what is meant by culture, (particularly in relation to business), a brief overview will then be provided on the differences between cultural similarities and cultural diversities, this will take into account the different methods used to measure culture, including Hofstede's model, finally, a review of the literature will be undertaken to ascertain if cultural diversity is beneficial in global firms. Definitions of Culture Culture is the acquired knowledge people use to interpret experience and generate behaviour (Spradley, 1980) take from "Social Responsibility in the Market: Fair Trade...

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