n a variety of cultural environments (Buckley and Casson, 1987). Successful multinational corporations in the 1990s will not be able to survive in the international marketplace, if they continue to seek market expansion only to those countries where the so called cultural distance is short (Agmon, 1988).
In the current global marketplace, Japan, North America, and Western Europe, which together account for only 15 percent of the world's population, together account for 50 percent of its economic output (Stewart, 1990). For this reason, multinational corporations have tended to think that they could get away with the imposition of cultural imperialism in Third World countries in which they functioned. The rapid economic growth
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