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Section 1: Introduction and Problem Statement
Culture has many different definitions but most of them have a lot in common. It is said in the business world that there are several attributes that define and distinguish cultures of so many nations from each other, such as traditions, techniques, beliefs, institutions and many more (Miller, Griffin, Di Paolo & Sherbert, 2009). In recent years, due to the worldwide expansion of the economy, multinational companies had to take actions in order to stay competitive. They have decided to go further outside their countries of origin improving and widening their chains all over the world and broadening their borders in order to offer products and services to people from different cultures (Lin, Koroglu & Olson, 2012). In 2004 Hyundai Truck & Bus in Russia had 18 dealers all over the country and the number had increased to 47 by 2005. As for now there are 62 dealers of “Hyundai ComTrans Rus” in the country and the number is forecasted to grow. In the meantime the main competitors of “Hyundai” in the commercial transport market in Russia have been expanding rapidly since the beginning of their operating activity in the European part of the country.
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