CROSS CULTURAL ISSUES IN INTERNATIONAL BUSINESS Essay

CROSS CULTURAL ISSUES IN INTERNATIONAL BUSINESS - Essay Example On the other hand, if they insist on promoting their own culture and their value system, whether it agrees with others or not, then it can be surmised that sooner or later, the personal relationship will encounter major conflicts. This analysis is logical and general, but it goes without saying that there is more than meets the eye. In the case of merging two different cultures in business, many factors need to be considered in order for people to work together harmoniously. Key to understanding cultural differences are theoretical foundations that explain them. Chocoladefabriken Lindt & Sprà ¼ngli AG (known as Lindt) is an international company that prides itself of being recognized as the leader in the market for high quality chocolates and other chocolate related products. Its history spans more than a century of developing the best formulas for chocolates, with the business run and developed extensively by a family organisation. From humble beginnings, the business has expanded enormously with its products being sold internationally in more than 80 countries with almost $1 billion in worldwide sales. â€Å"The predominantly Swiss-owned corporation manufactures various products of its renowned Lindt brand in Switzerland, Germany, France, Italy, and Austria, as well as in the United States. The international group includes major sales and distribution firms in England, Poland, Spain, Canada, and Australia, as well as sales offices in Buenos Aires, Hong Kong, and Dubai. Lindt & Sprà ¼ngli products are distributed by a network of distributors that spans the globe.† (Fundinguniverse.com, 2010, para. 2). The top management of the company do not rest on their laurels and would want to expand further in the Far East and Asia. However, a thorough study of possible cross-cultural issues must be undertaken, since European