Culture presents a challenge for global firms. For some authors/researchers, cultures are increasingly converging, consumer needs are increasingly similar and there is even talk of the "Macdonalization" of societies. For other researchers, however, cultures are increasingly divergent and the similarities between consumer needs are only superficial. For them, the adaptation of marketing strategies is not only essential but it is mandatory. Based on a few analytical frameworks, discuss this topic and explain if (and how) a compromise between these two opinions could be envisaged.