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Georgia has become an attractive market for Austrian companies owing to its geopolitically important position between Europe and Asia, its growth rates, and its close ties to the EU. However, differences in culture and business environment have been identified as hurdles for exploiting these opportunities. Therefore, this book provides a comprehensive analysis of the main roots of the Georgian culture and the influences these roots have on the culture and business environment in Georgia as of today. Moreover, a comparison between the Austrian and the Georgian culture is presented in order to highlight major similarities as well as differences between these two cultures. Finally, concrete recommendations in particular for Austrian company representatives who are interested in entering the Georgian market are provided.

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Katharina Keplinger, BA: Bachelor degree program Global Sales and Marketing at the University of Applied Sciences Upper Austria Campus Steyr. Currently attending the Master degree program Innovation and Product Management at the same university, Campus Wels.

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