Every society has a system of values and seeks to achieve goals which it defines as desirable. To gain insight and a measure of understanding of another culture, international marketers can approach a country as a whole, seek out behavioral premises, obtain a theoretical knowledge of the culture, and learn the country's social heritage. International marketers must be sensitive to the fact that non-Western cultures have rising expectations and must, therefore, perform their task of creating new markets with respect for humanity. They must also realize that developing nations want the freedom to make their own mistakes. American international marketers must understand the differences among the ideas of one world, world government, and world culture; seek and share knowledge; be sensitive to other cultures and values; and change their own behaviors and values to set examples. A planning model for value change is presented which focuses on the process which explicity links paradigms, or the relative presuppositions upon which particular groups or individuals base their activities, to values, defined as a set of absolute presuppositions on which human survival is based. (RM)