Business activities are inherently embedded within the social and cultural contexts of the societies in which they operate. With the rapid advancement of technology, globalization, sophisticated distribution channels, and evolving managerial innovations, organizations increasingly seek to expand beyond their domestic markets. However, operating in foreign environments exposes these organizations to diverse cultures characterized by distinct values, beliefs, customs, attitudes, and consumer preferences. Such cultural differences can either create competitive advantages or pose significant threats to the success and sustainability of multinational operations. This paper examines the impact of host country culture on business expansion, highlighting how multinational companies adapt their strategies to align with local norms and practices. By understanding cultural dynamics, organizations can enhance decision-making, improve stakeholder relationships, and achieve sustainable growth in global markets. The study underscores the importance of cultural intelligence and strategic adaptation as critical drivers of organizational performance and international business success.
Balogun et al. (Wed,) studied this question.
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