Advertising Management in a Digital Environment

Chapter 9

Managing across cultures

LEARNING OBJECTIVES

This chapter is intended to help you:

• Understand the unique challenges of a multicultural workforce.

• Recognize the importance of cultural intelligence.

• Understand Hofstede’s notions of culture.

• Understand the notion of inclusive leadership.

Today’s account manager works in a multicultural world. In the United States, for example, the Census reports that more than 13% of the population is Black, about 6% is Asian, and about 1% is Native American. About 60% identify solely as White, with over 18% identifying as Latino, Latina or Latinx. Almost 3% indicate they are two or more races. The Pew Research Institute anticipates that by 2050, Whites will be a minority race in the United States. ...