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4) defines culture as an “integrated system of learned behaviour patterns that are characteristics of the members of any society”. Any society has interrelated and interdependent features that characterize the direction and guidance in all phases of human problem solving. Culture is dynamic in time and develops through interactions among groups of people, societies, regions and nations. The key to success in international operations is to adjust and adapt to a specific culture in order to understand and later satisfy its specific needs. This activity is called “process of acculturation”.

 

Reseacrh in this field has demonstrated that culture affects people's behaviour. Its internal elements as values and attitudes can influence the way a person approach new products and some companies might find necessary to adapt dramatically its goods to the society's requirements. These elements are: language (verbal or nonverbal), religion, values and attitudes, manners and customs, material elements, aesthetics, Education and social institutions (Maureen 2005: 42; Czinkota et al. 2009: 57). THE LATES PROVIDED A VERY USEFUL DEFINITION OF THESE ELEMENTS THAT CAN BE SUMMARIZED AS FOLLOW:

 

Language has been described by Czincota et al. (2009: 58) as the mirror of culture. Language capability serves three distinct roles in international business. Firstly, business meeting are aids by language knowledge. Speaking the national language would make the people more comfortable and inclined to make a deal. Secondly, it provides access to local society. It is reccomendable to become part of the market rather than observe it from the outside. Finally, language capability is increasingly important in company communications because using an interpreter takes long time and the manager could not be sure the message has been translated correctly.

 

The company has to pay also attention at the different translations that a word could have in countries with the same language. For example, Goodyear has identified five different terms for the word “tyres” in the Spanish-speaking Americas: cauchos in Venezuela, cubiertas in Argentina, gomas in Puerto Rico, neumaticos in Chile and llantas in most of the other countries. Dealing with language invariably requires local assistance. Manager also must to analyse and becoming familiar with nonverbal language. Key topics are: time, space, material possessions, friendship patterns and business agreements (Czinkota et all 2009: 60).Following, this aspect will be applied at the Spanish culture.

 

Religion has an impact on international business that is seen in a culture's values and attitudes toward entrepreneurship, consumption and social organization.(SINTASSI) Although the impact of religion may be indirect in Protestant northern Europe, its impact in countries where Islamic fundamentalism is on the rise may be profound. .(Czinkota et all 2009: 60).

 

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