In the world of globalization, companies are struggling to gain the maximum profits by expanding their operation internationally because selling products merely in domestic markets is not enough. As a result, global marketplaces become more attractive. However, doing so, companies have to face new environments with political, economic and cultural difference. Failing to deal with any of these can cause companies damage.

In this essay, a focus is placed on cultural influences. Because there are both differences and similarities in various cultures, the task for global marketers is both to adapt to local characteristics and also to take advantage of shared cultural characteristics. (Keegan 1999, 59) In particular, a deep cultural understanding can lead to competitive advantages for companies. This raises the question of what practice is the best to develop cultural understandings for marketing staff within an organization. One of the most popular methods is the cross-cultural training. Therefore, the purpose of this essay is to evaluate the effectiveness of the cross-cultural training (CCT) as a mean to enhance marketing profitability. Fir

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