Cultural competencies in market oriented international organizations

Abstract

Market oriented companies are perceived as one of the most successful and sustainable business organizations. In recent years due to global economy changes increased interest in cross-cultural management issues has been noticed, though practitioners and academics are still working on the concept of cultural competency. The purpose of this paper is to present the possible impact of culture competence model on the market orientation of international organizations. The basic assumption is the greater culture competency, the greater market orientation of international organization.