Customer Reviews

Global Diversity: Winning Customers and Engaging Employees Within World Markets

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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, we suggest reading the relevant chapter to get started on the road to cultural awareness and cross-cultural management.

The fine art of mastering operations in a global environment challenges the best of leaders and managers to understand the differences both within and between countries - and that's where GLOBAL DIVERSITY: WINNING CUSTOMERS AND ENGAGING EMPLOYEES WITHIN WORLD MARKETS comes in. Years of the authors' hands-on experience contribute to a synthesis of key cultural variables in eight major markets around the world, from China and India to Russia and the UK. Each country receives in-depth analysis for its external and internal business challenges. Any college-level business student of international business and many a domestic manager will find GLOBAL DIVERSITY holds essential keys to understanding international motivation.