The notion of culture can be explained in many different ways. However, when transferring anthropological knowledge into the business world, the trouble with definitions is quite limited since culture is understood as an endless and constantly changing process of people's activity and consideration. Typically its limits are not clearly defined, it has no geographical or national limitations. It is therefore impossible to comprehend and understand, if not explored professionally. Only when proper methodology is used, we can analyse and interpret cultural differences and similarities, and explain the influence of cultural particularities on the business environment, consumerism, relationships within organisations, as well as needs and desires of customers.

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