What role does 'culture' play in the global marketing context?

What role does 'culture' play in the global marketing context?

Culture is the set of norms, values, beliefs, customs,rituals which shape the life of an individual or group. When an organisation decides to go international, it must take into account the differences in tastes, preferences , habits, lifestyle , beliefs, values, attitudes of the nationals of the country in which it wishes to enter, so that accordingly it can formulate its business strategies. For eg. KFC which specialises in chicken dishes, added vegetarian dishes to its menu when it opened up in India, so as to cater to the vegetarian crowd who were not very much or at all into non veg stuff.