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The international manager's task is to distinguish relevant cross-cultural and intra-cultural differences and then to isolate potential opportunities and problems. A good example is the Indian subculture in Britain

McDonald's in Europe is an excellent example of how an organization has used an appreciation of culture as a competitive business advantage. When McDonald's restaurants first approaches France did have hard work. French activists attempt to destroy a McDonald's restaurant under construction. The French are a nation for whom good food and quality dining are cultural icons akin to the Eiffel Tower. Yet somehow McDonald's is thriving in France, with revenues second only to those in the United Estates . The company has about 950 restaurants in France, and in 2006 its sales in France grew by 8 percent, which is a pretty good growth for a county that treasures fine dining (Solomon and Schell, 2006)p.7 While maintaining a global brand, it has adapted it to be respectful of local tastes and values. Some of the restaurants have leather upholstery, and some have fireplaces and candles.( Solomon and Schell, 2006) it also developed relationship with local suppliers. McDonald's is thriving in Europe because it gets the culture right.

According to Maureen G, (2005) cultural differences are known to affect people's purchasing behavior. For example, Scandinavian countries have much faster take-off rates for adopting new technical products such as DVD recorders or third generation mobile phones, than those of the big European economies such as Germany and Britain. For these reason technical products companies as Nokia could find Scandinavian countries a good place to test new products.

One way is to employ foreign people of the same foreign country the company wants to expand in. in this way the company itself could use these international employees as example of what the new customers will be and in this way find out how they could approach the company's new product (before launching it on the market)

Another way could be to organize long-term “holiday” abroad for some of the employees. In this way these employees will learn how the new potential customers behave and what they would really aspect from a product. In these period it could be possible to test and make changes to the product. (Maureen 2005: …)

Bosrock suggests to approach international travels with the same attitude and behaviour used when attending a party in one's boss's home. the invited person would be sensitive, would dress appropriately and bring a suitable gift (Bosrock 2006: 4).

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