by Robert T. Moran, David O. Braaten, John Walsh · taylor & francis · tapa blanda · ISBN 9780884151937
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«International Business Case Studies for the Multicultural Marketplace» is the practical case-study guide by Robert T. Moran, David O. Braaten and John Walsh.
It collects more than thirty real cases of companies that have excelled in the global market. Divided into six sections, it covers globalisation, negotiation, marketing, quality, strategic alliances and diverse teams. Each case shows how to achieve international success by leveraging cultural diversity.
The work belongs to the «Managing Cultural Differences» series; it is the first edition of 1994, in paperback, published by Taylor & Francis. Text in English, 434 pages.
A work aimed at students and professionals of international trade and at those managing multicultural teams.
