Successful Cross-Cultural Management

Introduction

Two decades ago Western companies could assume that consumers and clients all over the world loved to buy their (Western) products and wanted to be like them. Western ideas, movies, products, and “culture” were expected to have the most important influence in developing economies all over the world. Business researchers expected customers to become more alike, all wanting similar products, leading to greater profits for companies providing them.

Well, things have turned out differently. Western companies are confronted with millions of clients, business partners, and customers who like their products, but who do not want to be like them. Suddenly they face millions of self-confident consumers who demand products adapted to their ...