Does Culture Really Matter?
Globalization comes with many cross-cultural challenges. A few decades ago multinational companies could assume that the international business world was based on Western standards and they could export their traditional management styles around the world. But the picture in recent years has changed fundamentally. In particular, the rapid and successful development of former developing countries has strengthened the confidence of companies in these markets and will lead to the development of many culturally different management styles. Today these markets still present great business opportunities for many Western firms, as the attitude toward business and management practices have changed very much.
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