Different definitions of ‘culture’ Culture in a general sense There exist numerous definitions of culture as each of the scientists, scholars and researchers viewed it in different ways. Some of them put special emphasis on “the vague character of culture which may have originated from the German concept of “Kultur”, meaning “civilization” (Usunier, Jean-Claude 2000), sorting out at these different sources of culture. Culture, in a general sense, may be defined as “The totality of socially transmitted behaviour patterns, arts, beliefs, institutions, and all other products of human work and thought” (Brooks Peterson 2004). Categories for definition Certain categories, namely three of them, should be taken into consideration when defining the notion of culture. The first to mention would be “the ‘ideal’, in which culture is a state or process of human perfection, in terms of certain absolute or universal values” (John Storey 2006). When analyzing culture from this perspective, these values should be paid special attention to as they are closely connected with the “universal human condition” (John Storey 2006). The second category which should be taken into account is “the ‘documentary’, in which culture is the body of intellectual and imaginative work, in which, in a detailed way, human thought and experience are variously recorded” (John Storey 2006). Analyzing culture from this point of view, it is necessary to consider different societies, their traditions and cultural heritage. And the third category implies that “there is the ‘social’ definition of culture, in which culture is a description of a particular way of life, a particular culture” (John Storey 2006). Analysis of the culture from this perspective is the most complicated one as it demands references to historical criticism related to separate societies and their traditions. Culture as an environment created by people Culture may also be defined as a part of the environment which was created, namely by people: “People come up with ways of responding to the environment in which they find themselves; those responses are part of their culture, but the environment itself is not” (Mary M. Wang et al. 2000). Culture is what unites a group of people as they themselves create it by sharing “values, ideals, and assumptions about what constitutes appropriate behavior” (Mary M. Wang et al., 2000). Culture may be defined as “the values, norms, beliefs, and patterns of behaviour of a selected group of people and such groups may include organizational staff, an entire nation exhibiting a common nationalistic culture, etc.” (Leung et al., 2005), whereas some of the researchers see it as “pure substance of the physical resources and perceptions, of the physical and mental techniques, which allow a society to persist” (Stahl 2003). They state that “Culture comprises various elements, some implicit and some explicit, and most elements can be explained by terms such as behaviour, values, norms, and basic assumptions” (Groeschl and Doherty 2000). According to other scholars, there exist certain “layers of culture that influence the behaviour of the buyer in a buyer-seller relationship” (Hollensen, 2000). The more the sc