Culture International Business (WHAT ARE THE CULTURAL ISSUES WHICH

Culture International Business (WHAT ARE THE CULTURAL ISSUES WHICH Culture & International Business (WHAT ARE THE CULTURAL ISSUES WHICH THE AMERICAN BESTBUY COMPANY – Coursework Example Cultural Issues for BestBuy Cultural Issues for BestBuy The reason cited for closing down the operations ofBest Buy is related to the difference of cultural experiences between US and UK (Rushe 2013). The reason for the shutdown of BestBuy is said to be related to the decreased number of UK consumers approaching the company. Marketing analysts have found this related to the marketing approaches of Best Buy while operating in the UK. The ads used by Best Buy while operating in UK were using the form of direct communication in order to approach the consumers. This is surely not common in the United Kingdom and hence the consumers raised a finger at the ad to be more American rather than British (Groth 2011; Liu et al 2011 p.128). Similarly it was also analyzed that the company was expecting a greater amount of profit from the consumer market in the UK, however it is found that the British shop differently than the Americans. This is relating to the fact that the Americans are more indi vidualistic and short term oriented. (Liu et al 2011 p.112-114) The British people tend to shop only twice or thrice an year and they prefer shopping from the smaller stores which the company was not able to recognize (Garside 2011). The company followed the model of standardization throughout their stores by maintaining a specific standard in terms of products, prices and place. It opened up huge stores that were not required in the areas but these did not prove to be much beneficial in the long run. The culture in both US and UK is specific in terms of Trompenaars framework but the only factor that differs was the niche market of the consumers as they preferred UK over US. The power distance of US is greater than that of US and this surely may have posed some problem to the US retailer. Lastly the culture in UK adopts a long oriented approach and the individuals are more pragmatic in terms of taking risks where as the Americans tend to do that less (Czinkota Hendon et al 1996 p.1 9-22)ReferencesTop of FormTop of FormCzinkota, M. R., & Ronkainen, I. A. (1998).  International marketing. Fort Worth: Dryden Press.Garside, J. (2011, November 7). Best Buy: Five reasons Carphone had to hang up. Retrieved February 25, 2015, from theguardian.com/business/2011/nov/07/best-buy-uk-five-reasons-it-failedGroth, A. (2011, November 8). A Closer Look At Why Best Buy Failed In Europe. Retrieved February 25, 2015, from businessinsider.com/best-buy-europe-strategy-2011-11?IR=TTop of FormHendon, D. W., Hendon, R. A., & Herbig, P. A. (1996).  Cross-cultural business negotiations. Westport, Conn: Quorum.Bottom of FormLiu, S., Gallois, C., & VolcÃŒÅ'icÃŒÅ', Z. (2011).  Introducing intercultural communication: Global cultures and contexts. London: SAGE.Rushe, D. (2013, April 30). Best Buy pulls the plug on European Venture in sale to Carphone Warehouse. Retrieved February, 25, 2015, from theguardian.com/business/2013/apr/30/best-buy-carphone-warehouse-saleBottom of Form Bottom of Form