AN OUTLOOK ON SWISS WATCH IN THE INTERNATIONAL MARKET USING INTERVAL REVISION METHODS AND IMPLEMENTING HOFSTEDE’S THEORY OF FIVE CULTURAL DIMENSIONS

Abstract

Geographically spreading over two continents (Eastern Europe and northern Asia), 16 time zones and a population of more than 143 million inhabitants, RUSSIA has been multicultural n the East and the West, trying to find its way between communism and capitalism. Moreover, RUSSIA is multicultural with more than 190 ethnic groups (Stratton, 2014). RUSSIAn cultural and historical heritage have an influence on business life and management practice in RUSSIA. It represents a very attractive marketplace and a great opportunity for many European companies. Despite that, due to the high corruption rate (World Bank Group, 2012) and inefficient legal system, not many European managers decide to make a step into the “unknown” and test their management skills in this ex-SSSR country.