amenities. This has not gone unnoticed by the millions of international travelers. More and more European travelers are looking for quality mid-priced hotels that provide value-added room services including data ports, a large area to work, , microwave, refrigerator, clock radio and hairdryer. These amenities are standard at the new Days Inns' Days Business Place hotels in such places as The Prague in the Czech Republic (Franchising World, May/Jun 2001).Cultural Barriers According to Parker (1996), three main challenges in dealing with different cultures exist for corporations desiring to conduct global business. 1) Social responsibility. The raising globalization in economy creates a tendency towards a redistribution of power and responsibilities between governments and corporations. There are growing expectations for businesses to adapt roles previously played by governmental entities. On the government side, the resources saved hereby provide the opportunity to reallocate resources in education, training, and other modes of knowledge creation. On the corporate side again this means adopting roles which governments have played previously. As ethics varies according to culture, firms have to find a balance between what is acceptable in different cultures. This involves not tolerating business practices that are illegal in other countries, which involves dangerous work for the population, or which might be harmful to the environment. Also, customers pressure large corporations to tackle human right issues. 2) Organization strategy. In creating sustainable competitive advantage in a global world, strategies must be informed of political, legal and social as well as economic considerations. Corporations should apply an overall strategy to co-ordinate and integrate dispersed operations and diversification in order to provide higher customer and shareholder value in their diverse markets. 3) Organization structure. Global orga...
