The Culture`s Elements Impact on the Multinational Companies Activity

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.