跨国公司运作的每一个国家都有它特定的经济、文化、立法、政治和竞争市场。在这些因素中,文化是关键因素之一。对一个国家文化的理解,将导致跨国公司在战略决策过程中对市场领域的选择。市场营销学家博一高田和迪派克·简因的研究表明,国与国之间的创新倾向主要取决于国与国之间的文化传统和新产品进入市场的时间。罗杰斯在创新涉及理论的研究中认为,新思想的传播或交流,在文化背景相同 Every country in which TNCs operate has its own particular economic, cultural, legislative, political and competitive market. Among these factors, culture is one of the key factors. The understanding of a country’s culture will lead multinationals to choose the market areas in the strategic decision-making process. The studies by marketers Tomoyasu Bogota and DiPark Jane suggest that the innovation tendencies among nations depend mainly on the cultural traditions of nations and the time it takes for new products to enter the market. Rogers in the study of innovation involves theory that the spread of new ideas or exchanges, the same cultural background