Cultural Diversity In International Culture

2.1. CULTURE DIFFERENCES

According to Kogut and Singh (1988, p. 413) cultural distance is the degree to which a company is uncertain about the characteristics of an international market. This distance should be analyzed the need to know the place and as neighboring places between the country of origin of a company and the target country of resources of the company With globalization, companies began to operate in an environment of cultural diversity. Culture can be considered the factor that stands out most in an international negotiation, since it is non-negotiable and precedes the negotiation itself. There is no way to change the culture of negotiators. The difference exists and it must be accepted and respected for a stable relationship. Culture is only one aspect to be analyzed before starting a business in another country. The actions that most shock international negotiators are actions related to cultural

It concerns the assumed emotional roles, such as "hardness" to the masculine and "sensitivity" to the feminine. Cultures like Japan are reflect values associated with male roles. Opposite this, female cultures focus on light values, associated with quality of life, as shown Sweden by (Ghemawat, Pankaj; Reiche, B. Sebastian, 2016). Looking at Google's culture, it can be said that the organization promotes a system of male values because of the benefits it provides to its employees. With a predominant male frame. According to (Weber, 2008), Google's founders have not forgotten their corporate social responsibility encouraging women's culture within the organization. The most significant commandment of the organization "Do not Be Evil" is based on the fact that the company must do good to the world, even having to forego winnings. Users believe in their systems, so the company has a duty to provide an unbiased and objective