%0 Journal Article
%T Culture as a Driver and Key Component of International Business: A Primer
%A Richard J. Hunter
%A Hector R. Lozada
%J Journal of Society and Communication
%D 2012
%I 
%X This article is an analysis of the role of culture as a driver in international business, most especially when a business is seeking an entry into a foreign market.  The article begins with an assessment of several key components, including a discussion of subcultures, ethnocentricity, and social structure.  It then moves on to a detailed discussion of the components of culture in the context of international business, including aesthetics, values, attitudes, customs, manners, and traits.  The article then moves to a discussion of religion and cultural diffusion as they impact international business.  The article provides many practical examples of the role of culture in the business decision-making process.   The article concludes with a mandate or imperative to international businessmen and women: to achieve a high degree of cross-cultural literacy and to ˇ°check their stereotypes at the international cloakroom door.ˇ±
%U http://journalofsocietyandcommunication.com/index.php?journal=jsc&page=article&op=view&path%5B%5D=44