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In the case studies that were examined and studied
there were two that were picked and utilized to help examine cross cultural
management and the functions/possibilities that come along with global
management. This will be a summary that shows how the difference in cultures
has to be adapted and worked around in the global management market to make a
successful global workforce. This paper will identify the business problems of
each of the cases and describe the cross cultural management opportunities, evaluate
the proposed solution and how/why of the use of the solutions were implemented.
The case studies that have been examined are “Customer Relationship Management Scale for the B2C Market: A
Cross-Cultural Comparison” and “Learning
from cross-cultural problems in international projects: A Chinese Case”.

the first case “Customer Relationship
Management Scale for the B2C Market: A Cross-Cultural Comparison”: “The
main objective of this study was to validate in the United States a previous
scale developed and validated in Brazil for the business-to-consumer (B2C)
market to assess customers’ perceptions regarding aspects they consider
relevant in their relationship with companies in general.” (Demo, Eluiza,
Danielle, & Rozzett, 2017). The results in the French model were also
compared to the USA and Brazilian models as well. What was based and scientifically
measured with scientific instruments could be quite possibly used to reflect
customers’ perception about the organization actions and effectiveness, it is
also valid to instruct was the validation of the scale within a multidimensional
cultural context. With validation, the applicability of the instrument can be a
different possibility in different contexts, longitudinally, with diverse
subjects, therefore providing external validity and generalization. Key
methodological aspects: “This is a descriptive, instrumental, quantitative,
cross-sectional survey” (Demo, Eluiza, Danielle, & Rozzett, 2017) which was
used for the Customer Relationship Management Scale (CRMS). In the case study,
it was carried out as a quantitative research through Exploratory and
Confirmatory Factor Analysis. Summary of key results: The results obtained in
the case sketch analysis allowed for the conclusion that the relation between
node and society is really two-dimensional and it involves two distinct
factors, namely Loyalty and Customer Service. The scale validated in Brazil nut
and in the United States remained stable, in footing of lustiness (quality of
items) and liableness, when validated in a distinct linguistic context, which
is France. This makes its application in French people organizations possible,
improving its external validity and stimulus generalization. Key
considerations/conclusions: The main objective of this subject field was
reached and an instrumental role to assess what aspects French customers rank
as relevant regarding CRM was produced showing theoretical substance,
reliability and construct validity as well.

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the second case study “Learning from
cross-cultural problems in international projects: A Chinese Case”: Globalization
means that more and more concept ion projects involve participants from
different cultural backdrop. Besides the obvious language barrier, people may
also have different faiths, assumptions and behavior norms which can and do
cause conflicts. This challenges previous advance is and is creating a new
context for the construction industry. This inquiry intention to explore how practical
can work more effectively in cross-cultural situations. Design/methodology
/coming path – The news newspaper publisher uses real-life experience and
personal construct theory to understand the problems in interpretation, communication,
emotion and combine. It uses method of participatory activity enquiry and
experiential research, and an analysis based on dialogue and reflection between
the investigators with different cultural backgrounds. Findings – The paper
concludes that, to work effectively in cross-cultural situations, one needs to
work with one’s personal constructs and pay more care to informal communication
theory. It is also necessary to recognize and deal with emotions explicitly. It
is very important yet difficult to build and maintain trust in cross-cultural cooperation.
Enquiry limit /logical implication – This approach inevitably brings some
personal or even biased subjective judgement on certain cultural phenomena.
There are others involved who do not have a voice. Practical implications – The
research provides a new approach to facilitate practitioners to tackle the
problems of cross-cultural projects. Originality /value – The paper applies
personal construct theory to cross-cultural analysis using a novel methodology
of cross-cultural dialogue. This develops a practical approach to situations
and establishes the importance of emotion in cross-cultural cooperation.

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