Ramly Burger

Executive Summary

The global economy profoundly affects our daily life, from the products we buy to the prices we pay to the interest rates we are charged to the kind of jobs we hold.

Just as how the global economy affects lives, various forces are responsible for the rate of accelerated changes in business, such as changes in the communications industry, changes in the financial institutions and its systems, changes in transportation, deregulation i.e. economic controls and the rapid advancement of technology dramatically changed the global market place.

In this instance a basic understanding of ideas and concepts together with a profound knowledge of international business would be beneficial to operate comfortably in this environment. The main focus of this paper is culture.

Understanding the culture of a country or region in which business is conducted is a critical skill for any international business person. Without the proper understanding and knowledge of cultural practices in a particular country a successful business venture outcome may be jeopardise.

This paper looks at Ramly Burger a very prominent Malaysian incorporated company that has successfully introduced its burgers in Singapore and now has spread its wings internationally. The specific focus here is on its entry into India and how it has successfully maneuvered its way into the hearts of many Indians by simply respecting their sacred animal, the cow. Ramly's extensive study of India and adherence to its culture has earned it success.

Thus, it is concluded that culture influences the success of any firm that engages in international business be it big or small.