From introduction: "The aim of this article is to highlight the importance of cultural diversity in the process of globalization. This topic has been selected primarily to help understanding some basic forces that shape behavior of individual companies while acting internationally. Very often, as a result of cultural sensitivity, marketing concepts implemented at one market are very different from the ones implemented at another market. To prove this statement, we will use examples of Ikea and Disney Company, who were dealing with cultural issues worldwide."(...)