International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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    1 Author(s):  DR.VIPRA SHUKLA

Vol -  14, Issue- 1 ,         Page(s) : 140 - 144  (2023 ) DOI :


Business behavior, customs and practices across the world vary so much that it is difficult to make valid generalizations about them. It is even difficult to classify the different kinds of business behavior that are encountered from nation to nation. Understanding of the culture is essential for a sound basis of planning, which makes cross –cultural behavior very important in international business.

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Journal of International Marketing, Volume17, 18, & 19 by the American Marketing Association.

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