Cultural Diversity in Large Enterprises: A Qualitative Analysis from the Alpine Rhine Valley

International expansion requires specific management methods to adapt to differences between cultures, thus requiring global strategies that ensure efficient diversity management. The increasing diversity in the workforce is thus gaining more importance in determining knowledge of efficient and bett...

Full description

Saved in:
Bibliographic Details
Published in:Journal of promotion management 2019-07, Vol.25 (5), p.640-663
Main Authors: Kraus, Sascha, Schleich, Moritz, Tröster, Andreas, Roig-Tierno, Norat
Format: Article
Language:English
Subjects:
Alpine Rhine Valley
cultural diversity
internationality
large companies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:International expansion requires specific management methods to adapt to differences between cultures, thus requiring global strategies that ensure efficient diversity management. The increasing diversity in the workforce is thus gaining more importance in determining knowledge of efficient and better business performance. The results of the study illustrate the importance of cultural diversity and the high benefits for companies. The key findings are a high degree of creativity, a practical understanding of the market, better access to international markets, a high degree of linguistic diversity and efficient innovation management. The starting point of cultural diversity lies in the respective corporate cultures.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2019.1585570