After reading this chapter you should be able to:

Understand the importance of culture and the need to appreciate cultural differences in emerging markets.

Know two of the most popular cultural frameworks (Hofstede and GLOBE) and how they explain differences between countries.

Appreciate these cultural differences and implications for international business and specifically the business culture in emerging markets.

Be aware of cultural paradoxes and some of the dangers of making broad generalizations based on culture.

Learn about how multinational managers can prepare for cultural differences with a special emphasis on emerging markets.