The Impact of Cultural Differences on International Business: A Case Study in the Luxury Furniture Sector in the Iberian Market.
Abstract
The different cultural contexts between countries influence business practices and pose challenges to the success of international companies. The purpose of this research is to contribute to the understanding of the impact of cultural differences in the Iberian market on business practices in the luxury furniture sector. To assess cultural differences in the context of the Iberian countries, we used Hofstede's theoretical model (Hofstede, 1991, 2011).
Our study adopts a qualitative methodology through a case study with the administration of semi-structured interviews to managers and sales assistants in the luxury furniture sector, thus providing an integrated view of cultural perceptions in both countries and the impact on international business.
The results highlight differences in the cultural variables of hierarchical distance and uncertainty control, affecting the way companies should communicate and negotiate in the Iberian market. Spanish customers are more persistent in price negotiations, while Portuguese customers value trust and long-term relationships. The implications of the research for the management of the international luxury furniture business highlight the importance of adjusting negotiation practices on communication and considering the cultural specificities of each country.
DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.59-82
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Copyright (c) 2026 Isabel Cristina Martins Antunes, Sara Gomes Carneiro
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
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