Leveraging Cultural Diversity in Emerging Markets

Preface

Fifty years ago, we could avoid contact with other cultures if we did not move outside our cultural comfort zone, and, at that time, only very few people had to do that. So we all lived peacefully in our cultural enclaves where we were safe and comfortable. Then the immigration started. In Western Europe, people came from Eastern Europe and Turkey and, in the United States, people came up from Mexico. Then the Cold War ended and people could move around more freely both for work and leisure. Many people wanted to pursue their idea of happiness outside their cultural comfort zone and many left while many other new people arrived.

Technological evolution, regional deregulation, and trade agreements opened up the world for all. The Western ...