Business Across Cultures is the keystone book in the Culture for Business series. It provides an overview of all subjects tackled in the other books of the series. Its particular aim is to provide executives with a cross-cultural perspective on how companies meet the diverse needs of customers, investors and employees; to introduce the main ideas in business in a multicultural context; and to show how they all fit together.
The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
Innovation is highlighted as essential for organic growth and enhancing brand value in this insightful guide. Fons Trompenaars and Peter Woolliams leverage extensive market research to present practical strategies tailored for companies of various sizes. Their approach aims to empower businesses to foster a culture of innovation, ensuring sustainable development and competitive advantage in the marketplace.