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unities to company investing in a new market. Management in the company should be heavily moved by culture. The global environment require the global businesses understand the culture forces the shape the relationship between the company and it's consumers. The internationalisation of business has exposed firms to large range of norms for doing business, therefore they need to determine value assumption. The first question most corporation like Wal-mart ask why are they face which such challenges. In order to understand this we must consider the cross- cultural theories. Edward hall drew a useful distinction between low and high context cultures. Many Asian countries are seen as high cost cultures. Business need to be aware that problems will natural arise when high and low cost culture businesses get together . The model is useful in understanding why different cultures might communicate differently because High context south Asian culture companies differ so widely from their low -culture western cultures. This model show the comparison between national cultures. Hofstede research show how national culture can also affect the workforce in a organisation. We can clearly see that how culture play as important role in internationalisation of a company. The theory clearly compare how companies like Wal-Mart tries to impose the same norms on all it foreign markets. The model determined the work related value for different cultures. Which become the five dimensions. Corporation should use this because it has enormous influence on cross cultural issues. Even though this model does not present detail analyses of individual cultures. It does show you where each country fits. It is up to the managers in corporation to understand culture. Hofstede finding looks for sub cultural and regional differences , industry differences and differences arising from the organisational culture. Geert Hostefede describes power distances with means people will accept unequal distribution of powers. If Wal-Mart takes this model and determine the cultural difference then they gain success , because [10] 'the strong centralization that has helped the American Wal-Mart seems to hold back Wal-Mart in China. China is less homogeneous than America and that calls for decentralization, giving more power to local managers and their supplier-network or perhaps even moving to franchising in some of the more remote locations .' Americans do not accept power distances. These are challenges many managers will face in today global markets because not managing culture effectively can stop growth as well as production. We have seen that the Hostede model such as individualism versus collectivism and feminity versus masculinity help categorize as well as identify cultural differences. If we take individualism versus collectivism you will know that Americans or more independent and have self -determination compare to Japan where the workforce work in groups. The use of the concepts of cultural dimensions such as those of Hostede and Trompanear provides the means to construct cultural clusters of countries or subcultures within and across countries. These cluster can be used to identify areas which need development in order to reduce problems caused by cultural differences .For example advertise can use this model make ads relative for certain cultural dimensions. The bad thing about these models is the assume that culture does not change and the develop serotypes. Hofstede model i