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Intercultural Communication for Global Business


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Table of Contents

  1. Culture in Business Contexts
  2. Case 1: Wal-Mart in Germany: Corporate Formula Does Not Fit the German Culture

  3. Cultural Competence for Leaders
    Case 2: Appropriating the Samoan Culture: Another Nike Cultural Faux Pas
  4. Culture and Identity
    Case 3: Cheerios Commercial: 30 Seconds that Exceeds: 30 Days of Controversy
  5. Cultural Frameworks and Foundations
    Case 4: Best Buy: Is China Ready for the Big Box?
  6. Culture and Context: Communication
    Case 5: Target Corporation and the "Urine Sandal"
  7. Culture and World View
    Case 6: Nike, Inc.: Air Bakin' Blunder and The Council on American-Islamic Relations
  8. Culture, Cognition, and Reasoning
    Case 7: Groupon: Advertising at Super Bowl XLV (45)
  9. Culture and Leadership
    Case 8: Brew Time: Starbucks in the Indian Market

About the Author

Elizabeth A. Tuleja is an Associate Professor of Management at the University of Notre Dame, USA. She teaches intercultural communication and global leadership to BBA, MBA, and executive MBA students.


"Elizabeth Tuleja has written an excellent introduction to cross-cultural behavior that has an outstanding balance. She interweaves cross-cultural anecdotes, longer cases, and a firm grasp of the major theories and approaches in the cross-cultural area to produce a highly readable, sensitive, and insightful introduction to this amazingly complicated area. I highly recommend it."

Martin J. Gannon, University of Maryland and California State University San Marcos, USA

"Elizabeth Tuleja brings a unique and welcome intercultural communication perspective to the field of global leadership. Her extensive background and mastery of the literature has resulted in an engaging book full of useful concepts, models, and real-life examples that are suitable for both newcomers to the field and experienced practitioners."

Joyce Osland, San Jose State University, USA

"This excellent book on intercultural communication for global leadership is a tool that will enhance your mindset and skill set in a way that develops cultural intelligence. It is my opinion that every business leader, politician, salesperson, negotiator, and diplomat should own a copy of this book and read it well. Just as Emotional Intelligence can be developed, so too can Cultural Intelligence be developed, and as much as we need Emotional Intelligence in our world today, we also definitely need Cultural Intelligence if we hope to lead well in this new globalized reality. This is a book you must own, and once you own, make the contents your own!"

Rob Elkington, University of Ontario Institute of Technology, Canada, and North-West University, New Zealand

"Tuleja provides a lucid and timely compass for navigating cultures in a rapidly globalizing, often polarizing world. Practical intercultural tools, fresh thought provoking case studies and engaging activities offer students and professionals lit pathways for effective communications and leadership across a dizzying array of clashing cultures. Don't leave home without it!"

Joe Lurie, University of California, Berkeley, USA

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