Cross-Cultural Management in Practice
Show Less

Cross-Cultural Management in Practice

Culture and Negotiated Meanings

Edited by Henriett Primecz, Laurence Romani and Sonja Sackmann

Based on the view that culture is dynamic and negotiated between actors, this groundbreaking book contains a collection of ten cases on cross-cultural management in practice. The cases draw on field research revealing challenges and insights from working across nations and cultures. Each case provides recommendations for practitioners that are developed into a framework for effective intercultural interactions as well as offering illustrations and insights on how to handle actual cross-cultural issues. This enriching book covers various topics including international collaborations across and within multinational companies, organizational culture in international joint ventures and knowledge transfer.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 11: Divorcing Globalization from Orientalism: Resembling Economies and Global Value Added

Iris Rittenhofer


Iris Rittenhofer1 INTRODUCTION The chapter offers an analysis of ‘globalization’ in corporate language use. As a concept, globalization does not denote a physical or material world. Rather, globalization denotes ways of thinking and perceiving (Scholte, 2000) the transforming relations between home and foreign markets. In an interdisciplinary approach, this chapter explores shared cultural patterns of perceptions and meaning production. These patterns reduce the complexity of globalizing markets to international business relations between distinct markets, and add to geographical distant markets the meaning of inferiority and economic weaknesses. This has implications for strategy development processes, in that these understandings of globalization limit the corporation’s opportunities in a globalizing economy. The chapter focuses on two cases. They are a visual and a textual representation revealing cultural patterns that inform corporate understandings of globalization. Representation is defined as ‘the production of meaning of the concepts in our minds through language’ (Hall, 1997, p. 17). Case 1 is a corporate actor’s visualization of a global company. In Case 2, an expert gives investors advice on how to prepare for the opportunities of global markets. Both examples are chosen from qualitative Danish case material gathered by the author.2 Both representations comprise an archive of information on shared patterns of perception and meaning production that widely inform corporate understandings of market relations and globalization. CASE ANALYSIS I apply Søderberg and Holden’s (2002, p. 112) complex definition of culture to the analysis of globalization: I take an ‘emergent, dynamic approach’ to the 125 126 Cross-cultural management...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.