1 Going global: How to succeed in International Business! (29 pages)

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22 Global Management: A dance with icebergs

The Way to Success:

‘International Dynamics’

Due to increasing international cooperation, and often

failed cooperation at that, there is an increasing awareness within
most companies that working internationally requires a profound
understanding of intercultural dynamics. How can we navigate our
way through this global cultural complexity?

The solution is to accept the complicated dynamic of inter-

cultural management and, through measured goals, to both reflect
and direct this dynamic throughout the organization.

After 30 years of experience in international business, I can

say undoubtedly that every project is different and brings with it
new, and sometimes unforeseeable problems. There is no one
single formula for success and every international manager needs
to integrate international management skills into his core compe-

The chance of success and risk of failure is dependent on

more than the nationality and culture of the project team. Other
considerations include:

The corporate culture that reflects the national culture to a

higher or lower degree

The form of cooperation - joint venture, buy-out, start-up or


Team members

– their level of international experience and

degree of social competence

The economic or financial context

– economic crisis or eco-

nomic boom

The personality of each individual, is he or she introverted or

extroverted, task oriented or interested in people.

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