The Business Case for Cultural Diversity: Satisfaction, Market Orientation and International Success

By Petra Koeppel.

Published by The Diversity Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Before implementing diversity programmes in companies, managers usually ask: What is the profit? First insights from theory and research now show that cultural diversity is an asset for fostering satisfaction, market orientation and international success. So, diversity management can be used as a deliberate management tool to reduce conflicts in the first place and create a basis for intercultural synergies in the consequence. The precondition is the acceptance of diversity as an asset among managers and staff; it is necessary to establish a global mindset in corporate culture that embraces individual competence and adequate structures not only to handle and accept, but to make use of cultural differences. It is necessary to adapt diversity management to the strategy of the company and integrate specific programmes in the overall approach. An empirical study will be presented that gives an insight of how cultural diversity is perceived in international companies: Its benefits, its problems and possible instruments are illustrated. Concluding from the preconditions analyzed in the studies, recommendations for a strategically driven diversity management will be derived.

Keywords: Cultural Diversity, Global Mindset, Economic Benefit, Strategic Approach

International Journal of Diversity in Organizations, Communities and Nations, Volume 7, Issue 6, pp.311-320. Article: Print (Spiral Bound). Article: Electronic (PDF File; 640.478KB).

Petra Koeppel

Project Manageer, Competence Center Corporate Culture, Bertelsmann Stiftung, Guetersloh, Germany

Petra Koeppel received her diploma in economics at the University of Trier, Germany. She worked in Human Resource Management and Intercultural Development at German companies before returning to university. At the BTU Cottbus, Germany she was active in research and lecture of intercultural management. Research topics included intercultural training, intercultural communication, corporate culture, cultural diversity, multicultural teams and virtual cooperation. She completed her doctorate at the University of Potsdam, Germany on multicultural virtual teams. 2006 she joined Bertelsmann Foundation and since then is responsible for intercompany cooperation and cultural diversity in a project called "Corporate Cultures in Global Interaction". Since 2005 she is guest lecturer at the Chulalongkorn University, Bangkok in Thailand and teaches international management.


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