Management of cultural differences as a way to promote globalization and culture factors in international companies

The aim of this study is to analyze the importance of cultural differences that are becoming more evident with the effect of globalization on the basis of a concrete example. The study is an empirical research on Mc Donald's, an international enterprise that turns cultural diversity management into advantage in international enterprises. Today, most of the enterprises do not have enough knowledge about the management of cultural differences whereas, today's management approach requires a careful analysis of cultural differences in order to increase the efficiency of institutionalization in enterprises. In this regard, the study examines; how the branches of the Mc Donald's restaurant chain in Trabzon look at cultural diversity management, what is their practices on cultural difference management, what they do in order to create a difference, and the characteristics of these practices. It is now possible to list the activities of the enterprises in the international arena among the leading yields of the globalized world. As a natural consequence of globalization, transportation and communication opportunities have increased. However, in order to fulfill their marketing and promotion activities effectively, they have to comprehend the culture of the region, market or sectors in which they operate. In this context, international enterprises need to develop the most appropriate strategies by thoroughly analyzing the market and determining the customer portfolio as a result of these analyzes. In order to survive in the marketplace, achieve above average profit, and to ensure continuity, the enterprises must conduct the necessary cultural studies and even adapt its commercial activities to the market by changing regionally or sectorial depending on cultural differences. The fate of the enterprises that do not do this will not be different from the international firms that have to withdraw from the markets as a result of cultural disagreement. International business is a costly business. Ignoring cultural differences can cause serious financial losses in enterprises. In order to avoid this situation, it is evaluated that international enterprises should conduct their research and analysis on culture before the market launch, and if the market in which it will operate is new and has not been defined before, it should get support from expert strategists who have been active in this market. Keywords: Culture, Cultural Diversity, International Business, Management