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Intercultural communication for global business : how leaders communicate for success / Elizabeth A. Tuleja
Livre
Edité par Routledge, Taylor & Francis Group - 2017
Culture in business contexts. Case 1: Wal-mart in Germany : corporate formula does not fit the German culture. Cultural competence for leaders. Case 2: Appropriating the Samoan culture : another Nike cultural faux pas. Culture and identity. Case 3: cheerios commercial : 30 seconds that exceeds: 30 days of controversy. Cultural frameworks and foundations. Case 4: Best buy: is China ready for the big box ?. Culture and context in communication. Case 5: Target corporation and the "urine sandal". Culture and world view. Case 6: Nike, Inc. : air bakin' blunder and the council on American-Islamic relations. Culture, cognition, and reasoning. Case 7: Groupon : advertising at Super Bowl XLV. Culture and leadership. Case 8: Brew time : Starbucks in the Indian market.
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