Identify and describe the factors a company should consider in order to do a thorough cross-cultural analysis. In your answer, define cross-cultural analysis.

Cross-cultural analysis involves the study of similarities and differences among consumers in two or more nations or societies. A thorough analysis should include a study of a country's values, customs, symbols, and language. Values are the personally or socially preferable modes of conduct or states of existence that tend to persist over time. Customs are what is considered normal and expected about the way people do things in a specific country. Cultural symbols are things that represent ideas and concepts. It is important not to assume that all symbols have a universal meaning. Language study should include more than a literal translation; knowledge of nuances and idioms as well as an acknowledgment of dialects or multiple national languages are important as well.