Suppose you get a job at Kismet Indemnity, a life insurance company. In its 45-year history, Kismet has never done any international business. Now its president, Randall Fraser, wants to expand abroad.

You have noted in meetings that he seems to lack much awareness of the role of culture. Write a memo to him in which you explain why culture matters in international business. Be sure to speculate on the effects of various dimensions of culture on sales of life insurance.

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