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Moonesar Immanuel Azaad (Mohammed Bin Rashid School of Government, United Arab Emirates), Thibaud Lionel (Toyota Middle East, United Arab Emirates)
Cross-cultural Communication and Language Perspective : Moving from Localization to Glocalization
Journal of Intercultural Management, 2018, vol. 10, nr 2, s. 41-69, rys., tab., bibliogr. 17 poz.
Słowa kluczowe
Komunikowanie międzykulturowe, Wielokulturowość, Glokalizacja
Intercultural communication, Multicultural, Glocalization
Klasyfikacja JEL: F6, O4, O53
Objective: This is a case study on how a French firm went from Localization to Glocalization from a cross-cultural communication and language perspective.
Methodology: The method used was a case study approach. Lionel Thibaud, the General Manager, Impression et Enregistrement des Résultats (IER) (a French firm) based on the Middle East thought about achievements and challenges faced by the company within the Middle East region over the period of 2007-2013 in relation to various cross-cultural and multi-national issues.
Findings: The problem faced by the decision-makers in this region was how to do business with the different Middle Eastern countries while handling and striking a balance with all varying cultures and customs. In addition, to meet the needs of the customers, a key strategic mission was to establish long-term relationships and collaborations with suppliers and customers. This 'way of doing business' was made all the more difficult as the Middle Eastern culture was perceived similar from the outside.
Value Added: Culture in Middle East was a good way to create discussions and healthy debate to understand how to do business in the Middle East and gain a competitive advantage through the relationships that IER developed through trust from the customers. IER Middle East continued to strive successfully on how to do business within the Middle Eastern region in handling and striking a balance with all varying cultures and customs. In addition, to meet the needs of the customers, IER had a long-term mission to establish long-term relationships and collaborations within the Middle East region.
Recommendations: IER Middle East was to continue being the preferred vendor of airlines and airports while providing innovative ideas and solution as well as to continue to offer outstanding customer support. (original abstract)
Pełny tekst
  1. Academy of International Business - Middle East North Africa (2013). Middle East North Africa Countries as defined by the Academy of International Business - Middle East North Africa Chapter. Access: March 2013.
  2. Adler, R. B., & Elmhorst, J. M. (2013). Communicating at Work (11th ed.). Boston: Mc Graw-Hill International Edition. Access: March 2013.
  3. A-Z Group Ltd trading as AZura International (2018). AZ World Airports: the leading source of airport information. Surrey, United Kingdom. Access: March 2013.
  4. Bar-Coded Boarding Passes (2013). Access: March 2013.
  5. Central Intelligence Authority (2013). Total Number of Airports by Country, The World Factbook 2013, ISSN 1553-8133, Washington, DC, USA. Access: March 2014.
  6. Grove, Cornelius N. (2013). Introduction to the GLOBE Research Project on Leadership Worldwide. GROVEWELL L.L.C. Access: March 2013.
  7. Hofstede, G. (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations. Second Edition. Thousand Oaks, California: SAGE Publications, ISBN 0-8039-7323-3. Access: March 2018.
  8. Hall, E. T. (1976). Beyond Culture. Garden City, NJ: Anchor Books Doubleday.
  9. Impression et Enregistrement des Résultats, IER (2018a).
  10. IER (2018b). Newsletters: Air Transportation Solutions. Access: March 2013.
  11. Institute for Comparative Survey Research (2018). Vienna, Austria. Access: March 2013.
  12. International Air Transport Association (2013). Access: March 2013.
  13. Khaleej Times (2015). Nepotism versus wasta in business globalisation. Access: December 2017.
  14. Kotter, J. P. (2007). Leading change: Why transformation efforts fail. Harvard Business Review, 85(1), 96-103. Access: March 2013.
  15. Moonesar, I.A., & Thibaud, L. (2015). Research & Development: Impression et Enregistrement des Resultats (IER). Emerging Markets Case Studies Collection, 5(3), Emerald Group Publishing, UK. Access: March 2016.
  16. Societe Nationale de Chemins de Fer (2015). Access: March 2015.
  17. Trompenaars Hampden-Turner Consulting (2018). Amstelveen, The Netherlands. Access: March 2018.
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