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The Culture`s Elements Impact on the Multinational Companies Activity


  • Adina Musetescu


  • Irina Nicolau


  • Cristina Athu


  • Mihaela Anca Mitrea



The fundamental elements of the individuals’ behavior which are also reflected in their consumption behavior, in the marketing literature, are the following: language, non-verbal language, religion, values and attitudes, consumption customs, material elements, aesthetics. In the present environment, people are more available to travel, to change their workplace and move abroad. Everyone has to be ready to work in a multinational environment in their own native land and also to adjust successfully to a new culture by working in a foreign country. From the multinationals companies’ point of view, they should approach culture as a business opportunity, rather than a challenge. Therefore, they should take into consideration the rules for a successful marketing in the international cultural environment.

Suggested Citation

  • Adina Musetescu & Irina Nicolau & Cristina Athu & Mihaela Anca Mitrea, 2014. "The Culture`s Elements Impact on the Multinational Companies Activity," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(2), pages 87-90, June.
  • Handle: RePEc:khe:journl:v:6:y:2014:i:2:p:87-90

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    More about this item


    Culture; language; religion; values; attitudes;

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


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