Introduction – Managing Across Cultures
The 21st century has witnessed tremendous changes and development in the global scene in all sectors. The business sector has been the much impacted by the developments occurring in the global scene. The main forces steering these developments and changes in the global scene are precisely the issues of globalization, growth of technology and liberalization of markets. As a result of these developments, a substantially high increase in human interactions in the global platform has been witnessed. This has been of great importance to all societies in the sense that business activity, health, education, politics and religion among other sectors have been improved. It is however important to note that the management of international affairs has been a great challenge. This is based on the cultural differences and diversity among the world populations.
Concerning the issue of cultural diversity and differences within the global platform, there is every need for devising efficient approaches in countering the barriers. Various theories have been established concerning the management of intercultural differences. The identity management theory has been of great importance in this topic. This is in regards to the efficiency of the theory in ensuring competence in intercultural communication. The adoption of this theory has been acknowledged across the globe for ensuring efficiency in international management. With these insights, there is every need for business organizations to adopt this theory in executing their marketing strategies. For instance, the case of relationship marketing should be adopted based on its ability to influence cultural identities. Managing Across Cultures.
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