Global Marketing Strategy

... Global Marketing Strategy Name:HUIYING FU University:ECA Date:07/03/2008 Multicultural diversity exists in today's international business. National boundaries are blurred because of globalisation. Complications brought about by differences in cultural identity may make it difficult for business people to communicate among themselves. National culture can be viewed as the norms, values, and beliefs shared by individuals from a particular nation that distinguish it from other nations (Appreciating Cultural Diversity n.d.). Differences in culture do affect the way people act especially when they do not have the pertinent information regarding a specific culture. Often, that ignorance leads to prejudice and stereotyping. The Internet has propelled the globalisation of products. It has broken down barriers formerly preventing products from gaining more recognition all over the world. The physical boundaries that separate countries are breached because of the Internet. Although it has stretched

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