Cultural Misunderstanding during International Business

Nowadays, with the development of modern technology, the world tends to be a global village. It is quite convenient to contact people from other countries by telephone, fax or on the internet. Therefore, firms get more opportunities to sell their products overseas. However, as we all know, different countries have their own unique cultures. Hofstede who is a pioneer of comparative intercultural research describes culture as "the collective programming of the mind which distinguishes the members of one category of people from another" (Henk, Joseph Soeters and Peter Ester 2004,34). Owing to…