This essay critically evaluates the relevance of traditional cross-cultural analysis (CCA) techniques, such as Hofstede's Cultural Dimensions, Hall's Iceberg Concept of Culture, and Trompenaars and Hampden-Turner's model, in the 21st century. It discusses the key perspectives of each technique, comparing and contrasting their approaches to understanding cultural differences and their impact on international business and marketing. The essay concludes that while these models offer valuable insights, businesses must adapt and integrate newer approaches to effectively navigate the complexities of global markets, emphasizing the importance of cultural competence and sensitivity to avoid business failures. Desklib provides access to this and other solved assignments for students.