Global Diversity

Winning Customers and Engaging Employees in World Markets

Nicholas Brealey Publishing, 2006

15 min read

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Global business requires understanding employees and customers who are shaped by different cultures. Get savvy here.

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Discussions about globalization invariably focus on its economic aspects, but the cultural impact on your multinational company is equally important. Even the best-intentioned managers can stumble while working with local employees and clients if the parties don't know what to expect from one another. Ernest Gundling and Anita Zanchettin cover what managers should know culturally to work in eight countries (each profiled by an expert with local experience). Their insightful analyses draw upon demographics, geography, history and the news to explore differences among and within national cultures, and to discuss corporate diversity in different settings. They suggest ways to win customers and engage employees, but if they fall short, it is in this tactical realm. If you have an ex-patriate assignment in China, Egypt, India, Japan, Mexico, Russia, the United Kingdom or the United States, getAbstract suggests reading the relevant chapter to get started on the road to cultural awareness and cross-cultural management.

Summary

Between and Within

Globalization focuses attention on the differences between nations, but profound cultural differences also exist within nations. Despite the general idea that many nations are adopting U.S. cultural norms and using English more often in commercial settings, current studies show that an increasing number of countries are not automatically accepting Western and U.S. standards.

This means that the ability to handle cultural diversity will become even more crucial in the business world. The Latin root of diversity is diversus, meaning difference. People can be diverse according to their cultures, customs, race, ethnicity, income, gender, religion, family, abilities, job functions and other factors. While diversity is commonly heralded as positive, it can also be negative or neutral. In a team setting, cultural diversity can lead to arguments or poor communication. However, properly channeled, it also can lead to new ideas or applications. Managers should uncover diversity issues at the local level to learn what their customers or employees consider important.

Initially, individual companies' diversity efforts tend to hinge on a particular leader...

About the Authors

Ernest Gundling is co-president and founder of an intercultural management consulting firm, where Anita Zanchettin is director of global inclusion. The firm manages global diversity issues including cultural assessment, systemic change and training. Dr. Gundling teaches at the Haas School of Business at the University of California, Berkeley.

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S. A. 2 years ago

Liked this was very imformative
N. J. 1 decade ago

Buenas tardes, para poser l'éros en mi IPad, descargue vuestra App y me ofrecian 6 resúmenes gratis. Los descargue siguiendo las instrucciones pero no consigo leerlos. Me interesa mucho vuestra oferta y antes de suscribir, me gustaría contrastar el resumen de un libro que ya he leído (uno de los 6 que descargue).
Gracias por su ayuda,
Nathalie Jaumin

Ernest Grundling and Anita Zanchettin