This Fourth Edition has a clear focus on the interactions of people from different cultures in organizational settings, helping readers to gain an understanding of the effect of culture across a variety of contexts.
Nearly 70% of businesses fail when they scale. So what does it take to be one of the 30% that succeed? Trena Blair knows the appeal of wanting to think big. As an advisor and strategist, she’s worked with companies around the globe to help expand their businesses from successful companies to mega players on the international stage.
In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets. Throughout, the book links to the x-culture learning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems. This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts.
How business leaders can simplify, improve, and amplify their international impact
Businesses that operate across borders need clear, impactful cross-cultural communication to foster collaboration, avoid misunderstandings and gain a competitive edge in today's globalised world. Global Influence is the business leader's guide to navigating culturally diverse teams and expanding into new markets while promoting personal growth. ......
Are the Chinese really so inscrutable? China Hand Fred Schneiter delves into the lighter side of Chinese psychology, and in doing so demystifies one of the toughest markets in the world. With an unfailing sense of humour, he offers insights for Sinophiles, Sinophobes and everyone in between. On the Hong Kong bestsellers list for twelve months, ......
The Sage Handbook of Brand Management offers a comprehensive examination of brand management, covering its historical development, foundational theories, and current strategic practices. It addresses contemporary issues such as ethics, social responsibility, and the impact of new technologies, presenting a multi-perspective view that evolves from ......
