Abstract: The aim for this research is to deliberately discuss
how and why the contexts of culture are the main significant factors
which need to be considered when conducting the international
business oversea. As a consequence of understanding these various
factors, the researcher would be able to infer some suggestions to the
international organizations. With this in mind, the results of the
understanding in a national culture environment can support the
organizations to settle its international strategies which may be useful
to develop the national export and import effectiveness. This data
collecting methods will be concentrated upon 5-10 interviews from
the senior members and business officers in the international
company in Thailand by e-mail interview and analyses the individual
manager’s viewpoint. As well as, focus on the questionnaires which
the respondents were selected randomly around 100 samples from
UK and Thailand, together with providing a functional sample size
and comparable to data. The results of the study question the role of
national culture, which contributed to in international business
effectiveness and emphasize the positive and negative aspects, as
well as suggestions to business investors are informed.