International business is different from national business in that countries are different. The implication of this difference for international business is that there is a need to develop cross-cultural literacy，that is，there is a need to appreciate those cultural differences，and more importantly，to appreciate what such differences mean for international business.

References：：

1、Edward T．Hall，“The Silent Language of Overseas Business，”Harvard Business Review 38 (May～June 1960)，87—96

2、Alfred Kroeber and Ckyde Kluekhohn，Culture：A Critical Review of Concepts and Definitions(New York：Random house，1985)，11．

3、James F．Engel，Roger D．Blackwell，and Paul W.Miniard，Consumer Behavior (Ft． Worth，TX：Harcourt，2001)，381

4、Earl P．Spencer，EuroDisney—What Happened? Journal of International Marketing 3， No． 3(1995)：103—114．

5、Joe Agnew，Cultural Differences Probed to Create Product Identity， Marketing News， October 24，1986，22．

6、M．E．Porter，The Competitive Advantage of Nations(New York：Free Press)(1990)：395—97

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