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Leveraging Cultural Diversity in Emerging Markets by Finn Majlergaard, Marcus Goncalves

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Chapter 7

Benefiting fromCultural Synergies

As mentioned in the previous chapter, possessing a high level of cultural intelligence is crucial when you want to do business outside your cultural comfort zone and, with emerging markets developing rapidly, it becomes even more important because many of these new markets are virgin to many Western companies.

In this chapter, you will develop your own cultural intelligence, step by step, similar to that when you climb a ladder, as depicted in Figure 7.1. You might have a lot or no experience working with different cultures but in either case the step-by-step adoption of the concept is essential in order to become capable of understanding cultural differences and eventually leverage from the diversity. ...

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