Date of Graduation

5-2012

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor

Murray, Jeff

Reader

Spencer, Ariel A.

Abstract

Technological advances in the modern era have led to the incredible phenomenon of world collaboration, more commonly known as globalization. The whole of the world is behaving increasingly as a single market. Within this massively intertwined economy, companies are facing new challenges of communication, management and adaptation as their reach of business extends across the world. An integral part of conducting business on a global scale is gaining an accurate and well-developed understanding of each area into which the business extends. Therefore, one of the most important factors when entering a new environment is learning to adapt to the cultural context of the location.

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