ABSTRACT
In the study of culture, the major topics are attitudes, beliefs, religion, aesthetics, material culture, education, language, and social organizations. Attitudes and beliefs, including attitudes about time, achievement and work, change, and the importance of occupation, influence human behaviour by providing a set of rules and guidelines. Religion provides the spiritual basis for a society by imposing moral norms and appropriate behaviour. Cultural theories that pertain to the discussion of a Multinational corporations' (MNC's) international dealings include the cultural cluster approach; Edward Hall's distinction between low-context and high-context cultures; and Hofstede's five dimensions of culture, including power, Uncertainty, Goal, Time Orientation, and Corporate Diversity Initiatives. These theories all exhibit strengths and weaknesses in their attempts to categorize individuals and societies based on certain cultural beliefs. This chapter defines the term "sociocultural" as a combination of societal, political, and cultural norms and responses and discuss their influence in international business. It discusses how attitudes and beliefs influence human behaviour.
