CRM & cultural theories

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CRM & cultural theories
To what extent are all theories on intercultural communication applicable when your customers come from all over the world, in other words, from other countries than your own so one would have to consider the different cultural values and moral rules. This might be especially important to the customer approach and intimacy. It is widely known that collective cultures are much more intimate than individualistic cultures. This of course has also a consequence to the business communication. My question therefore is, how many theories are to be considered when dealing with this?


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