What is importance of culture in international business?

Culture plays a very vital role in International business. Decisions should be taken with consideration of the ethics and culture of particular society.
For example Macdonalds serve beef burgers all over the world but as indian culture doesn’t consume beef and its is against their religion and ethics, hence MacDonald doesn’t serve beef products in india. Whereas in rest of the world beef burgers are speciality of MacDonald. Macdonals understood the importance of culture and ethics in the Indian society hence they decided to not to go against the culture values.