Samenvatting

The idea for this study started with the interest of the author for general culture. The study dissolves the question of which are the main struggles equestrian webshop stumbles into and how a company can use these to build a successful inter-cultural strategy. To find the answer to this questionnaires and literature research has been done. In the theoretical framework there were 12 countries, Italy, Portugal, Spain, France, Germany, Belgium, the Netherlands, UK, Ireland, Sweden, Denmark and Norway. The questionnaire was not successful for every country. Hence the decision was made to only focus on the following countries: the Netherlands, Belgium, Germany, Spain, France, UK, Ireland. The results for this have been analyzed by country and were used to build a marketing strategy, taking cultural aspects into account. This study ends with an advice per country and which countries are the best options for a webshop to start business.