When (43) introducing Coca-Cola into the Chinese market in 1920, the company used a group of Chinese symbols that, when spoken, sounded like Coca-Cola. (44 ) When read, however, these symbols meant, “a female horse fattened with wax”. Upon reentering the Chinese market in the 1970s,Coca-Cola used a series of Chinese characters that translates into “happiness in the mouth.”(45) This critical problem of proper translation is only one of many cultural differences facing American corporations overseas.

　　Culture is the total pattern of human behavior that is practiced by a particular group of people. (46)Because of their cultural heritage, businesspersons in each country conduct their business activities differently.