Summary   -    Cooler.com was a social networking site for people over the age of 25 in the United Kingdom. Users like the look and feel of this website, the lack of targeted advertisements, the ability to use video chatting, the ability to establish personalized user channels, and linkages to professional and career development sites. Because of Cooler.com initial success in Europe, the company's founders began exploring for new countries to expand into in 2006. Gary Keegan visited Japan in 2007 and discovered that their country only has a major networking site. As a consequence, he was confident that his business in Japan would be a success. Despite the fact that Cooler.com had no Japanese staff, the website's content was translated and the people of Japan do not want to disclose their photos on social media. The investment in Japan was a waste.

Skills   -   As a result of this case study, we have learnt a lot about cultural barriers and how to approach and deal with issues as an international business. Before beginning on a rapid expansion, a detailed examination of the target market should be completed and we also learnt how different cultures of different countries affect the international organization.

Knowledge   -   This case study will teach you how to deal with cultural obstacles in an international organization. Japanese do not want to disclose their privacy on social  media. It's possible that a discussion is more about building relationships than it is about providing knowledge. Cooler.com, on the other hand, had no Japanese employees, thus users had to translate the website's content, which is not very  comfortable for the Japanese people.

Behavioral Changes   -   We can now explain how a company doing business in a diversifying culture impacts customers and what business strategies we would need to create for an expansion after researching the cooler.com company's business development in Japan and its consequences.

Future   -   In the future, this study will have a big influence on our personal and professional goals. It will expand our knowledge of international trade, its principles, and the many acts and techniques employed to overcome cultural barriers. It will also help us to conduct global business by focusing on all of the challenges and methods that are important for my professional growth.