The term culture is difficult to define and measure, as its influence in marketing research is felt rather than directly observed, and its nature is diverse. Social scientists have standardized the use of culture in marketing studies to the values it gives to personality, time pattern, action and reaction, and self-concepts. This type of categorization, attributed mainly to Kluckhohn and Strodtbeck (1961), allows cultural studies in terms of the individual, power distance, masculinity, uncertainty avoidance, and Confucian Dynamics or collectivism. Within this paradigm, researchers are now equipped with several approaches for tackling cultural phenomena.

Describe how culture influences the environmental context of an international marketing research.