The contemporary business environment is characterized by globalization. This makes it imperative for the companies to understand and adapt to the local cultures through their internationalization strategy. This paper builds on the theoretic implication of Hofstede cultural dimensions to shape the understanding of the importance of cultural adaptation in the internationalization of operation. The relationship between company strategy and culture is the focus on which this report considers the problems that businesses might have to deal whilst working across many cultures. The report will use Virgin Atlantic Airways to illustrate the challenges that firms might face while operating in Japan and German markets.
