International Business and Culture Challenges in Cross-Cultural Marketing and Management Routledge Studies in International Business and the World Economy Series

International Business and Culture: Challenges in Cross-Cultural Marketing and Management explores the intricate relationship between culture and business, offering valuable insights for both practitioners and scholars. The authors delve into the profound impact of cultural dimensions on various aspects of international business, marketing, human resource management, and organisational structure. They examine the theoretical frameworks underpinning these studies through a meticulous narrative literature review and case studies.

The significance of understanding cultural influences on business decisions becomes paramount in an increasingly interconnected world. The book addresses challenges faced by companies operating across diverse cultures, emphasising the need for adaptation in international marketing and management. Based on practical examples, the research focuses on identifying the most culturally sensitive areas in international business and explores the crucial cultural determinants influencing engagement with foreign markets.

The book's theoretical background spans international business, marketing, and management, and it is intertwined with cultural concepts from Hofstede and Hall. It consists of 16 chapters covering marketing and communication strategies across cultures, cultural aspects of international business and cross-cultural management based on practical examples of Duracell, Inc., PepsiCo, Volkswagen, VELUX Group, and Amica Group, among others.

The book highlights the undeniable interconnectedness of culture and business. As businesses expand internationally, the symbiotic relationship between culture and business remains a pivotal factor influencing success and growth.

Instead of Introduction: Culture and Business: Are They Interdependent? PART I. CROSS-CULTURAL MARKETING CHALLENGES Chapter 1. Cross-cultural Product Strategy of McDonald`s Chapter 2. Expansion of Cosmetic Manufacturers to the GCC Countries – Challenges and Cultural Adaption of Products Chapter 3. Codorniu’s “cava” in China: Bridging Marketing Strategies and Cultural Differences Chapter 4. The importance of Communication in Shaping Organisational Culture at Unilever Nigeria Plc Chapter 5. The Importance of the Nation Brand and the Effect of the Country of Origin on the Internationalisation of Enterprises Chapter 6. Cross-cultural Adoption of Augmented Reality – Theories and Practices PART II. CULTURAL ASPECTS OF INTERNATIONAL BUSINESS Chapter 7. Internationalisation of the Company: Amica’s Path to the Culturally Diverse Markets Chapter 8. Cultural Barriers in Foreign Direct Investments: The Case of Zanglory Investments Ltd. in Zanzibar Chapter 9. Danish Values in the Structures of the Polish Subsidiary of VELUX Chapter 10. Challenges in Managing a Polish-Ukrainian Team: Exploring Intercultural, International, and Interlingual Differences Chapter 11. How International FMCG Companies Maximise Employees` Intrinsic Motivation by Adapting to Cultural Differences in Expression of Basic Psychological Needs Chapter 12. Remote Work in Culturally Diverse Business: A Case of Duracell North Central Europe Organisation’s Experience Chapter 13. The Adoption of ESG Practises in Corporate Strategies – Does Cultural Background Matter? Chapter 14. Women on Board in the Volkswagen Group: Women in Society, Religion and Traditional Beliefs Chapter 15. Culture and Business: Looking Ahead 2035

Małgorzata Bartosik-Purgat, Professor in the Department of International Management at Poznan University of Economics and Business, Poland. Her research addresses cultural aspects in international business, cross-cultural communication, cross-cultural consumer behaviour, consumer ethnocentrism, acceptance of innovations in the consumers` decisions, and the significance of new media in marketing and personal communication. Member of EIBA – European International Business Association, IAIR - International Academy for Intercultural Research, ABC - Association for Business Communication, SIETAR Poland - Society for Intercultural Education Training and Research, IT&FA - International Trade and Finance Association, AIB - Academy of International Business. Author and co-author of publications in (e.g.) International Journal of Emerging Markets, European Journal of International Management, Technology Analysis & Strategic Management, Entrepreneurial Business and Economics Review, Economics and Business Review.

Monika Guzek, Assistant and Ph.D. Candidate in the Department of International Management at Poznan University of Economics and Business, Poland, her research encompasses diversity management, cultural aspects in international business and management, age diversity management, cross-cultural communication, cross-cultural consumer behavior, and organizational culture. She also holds the esteemed position of President of the Society for Intercultural Education, Training, and Research in Poland (Sietar Polska) and is a member of Sietar Europa and EIBA – European International Business Association.