Cross Cultural Discussion

With increasing globalization, does culture in international marketing matter?
The impact of culture on successfully conducting business internationally has grown in recognition over time, but
equally the world in which we live is converging in the era of globalisation.
Write a discussion paper (approx. 1,350 words excluding references) highlighting the importance (or not) of culture in
international marketing.
Your response should use current academic literature (at least 5 articles) and theory to support your answer, as well
as practical examples.
You may choose to focus on one particular aspect of culture in relation to international marketing, or approach the
subject in a broad fashion.
A penalty of 10% per day (to a maximum of 30% which is the total allocated for the assessment) will be applied for
late submissions.