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While planning expansion in new and unfamiliar market, understanding of organizational culture plays most crucial role. Additionally, the cross-cultural exploration, understanding of cultural differences and assimilation of those differences in the product or service is necessary for avoiding any unforeseen consequences in international market (Kim & Chang, 2019). Prior to making entry into new international market, the core of marketing strategy is to assess the internal organization culture in contrast to culture and preferences of consumers (Song et al., 2018). The market exploration might define path for either standardization or adaptation of the product in new market.
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