Culture is one of the more challenging elements of the                                          【A1】________
international marketplace. This system of learned behavior patterns
characteristic with the members of a given society is constantly                             【A2】________
shaped by a set of dynamic varieties: language, religion, values and                      【A3】________
attitudes, manners and customs, aesthetics, technology, education, and
social institutions. To cope with this system, an intemational
manager needs both factual and interpretive knowledge of culture. To
some extent, the factual knowledge can be learned: its interpretation
comes only by experience .                                                                                      【A4】________
​​​​​​The most complicated problems in dealing with the cultural
environment stem from the fact one cannot learn culture—— one has to            【A5】________
live it. Two schools of thought exist in the business world on how to
deal with cultural diversity. One is that business is business the world
around, following the model of Pepsi 's and McDonald's. In some                        【A6】________
cases, globalization is a fact of life; however, cultural differences are
still far from converging.
The other school proposes that companies must tailor business
Approaches with individual cultures. Seting up polices and                                    【A7】________
procedures in each country has been compared to an organ transplant;
the critical question centers around accepance or rejection. The major
challenge to the international manager is to make sure that rejection is 
not a result of cultural myopia or even blindness.
Fortune examined the international performance of a dozen
large companies that earn 20 percent or more of their revenue
overseas. The intemational successful companies all share an                                【A8】________
important quality: patience. They have not rushed into
situations but rather build their operations carefully                                               【A9】________
by obeying the most basic business principles. These principles are to                   【A10】________
know your adversary, know your audience, and know your customer.

【A1】

【A2】

【A3】

【A4】

【A5】

【A6】

【A7】

【A8】

【A9】

【A10】