To Adapt, or not to Adapt, that is the Question : How Swedish companies view cultural differences in Asia and adapt if necessary 

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

Abstract: Abstract Title: To adapt, or not to adapt, that is the question – How Swedish companies view cultural differences in Asia and adapt if necessary Authors: Felix Norgren and Markus Bodbacka Supervisor: Selcen Öztürkcan Examiner: Susanne Sandberg Course: 19VT-2FE51E Business Administration III ­ Degree Project with specialization in International Business Problem discussion: The problem regarding this research-subject is that there is not as much recent research as one might think regarding this specific area. The problem is access to recent research made on how Swedish companies adapt to Asian business cultures. Research Question: How do Swedish companies view cultural differences in Asia and adapt if necessary? Purpose:  The main purpose of this study is to identify how companies view cultural differences and adapt if necessary. The purpose is also to provide such good material that companies could benefit from reading it in order to prepare themselves to work in different Asian cultures. Methodology: This is a qualitative study, which is using interviews as the source to collect primary data. The study is done with an inductive approach and based on a case study design. Conclusion: The conclusion is that before having meetings with other cultures, it is always favourable to read and learn as much about the customers culture as possible and if necessary, take a course on how to interact with other cultures. However, interacting with individuals from other cultures face to face is always the best way to learn and it is favourable to travel as much as possible to other cultures in order to learn about them.     Key Words: Culture, relationship, code of conduct, cross-cultural learning.

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