The concept of cultural universals, the basic needs shared by people around the world, is a critical concept in assessing the impact of culture on decisions about the international marketing of goods and services. In most cases, international marketers have little need to understand all the ways in which their culture differs from the culture of…

During the past few years, Executive Master's in Business Administration (EMBA) programs at U.S. universities have expanded both in number and content. This article proposes a rigorous strategic planning model for EMBA program directors to consider in planning international experiences for students. It uses a case example to delineate between…