This presentation, divided into two parts, explores cross-cultural marketing. Part 1 analyzes the Country Navigator WorldPrism tool, linking it to relevant theories. Part 2 focuses on Bentley Motors, comparing the United Kingdom and Spain using the WorldPrism tool to analyze cultural aspects of business relations. The presentation covers cross-cultural differences, the impact of culture on management activities, and methods for promoting positive cross-cultural behaviors. It also examines the application of the WorldPrism tool to the UK and Spain, including relating, regulating, and reasoning tendencies. The presentation concludes with an overview of the Country Navigator training tools, emphasizing their role in enhancing understanding of cross-cultural management.
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