A1 Journal article (refereed), original research

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

LUT Authors / Editors

Publication Details
Authors: Krausa Sascha, Schleichb Moritz, Troster Andreas, Roig-Tiernod Norat
Publisher: Taylor & Francis (Routledge): SSH Titles
Publication year: 2019
Language: English
Related Journal or Series Information: Journal of Promotion Management
Volume number: 25
Issue number: 5
Start page: 640
End page: 663
Number of pages: 24
ISSN: 1049-6491
JUFO-Level of this publication: 1
Open Access: Not an Open Access publication


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.

Last updated on 2020-20-03 at 10:03