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An Analysis of the Standardization and Global Localization on Cross-cultural Management from Communication and Source of Conflict Point of View

Foong Wei Yan, Rashad Yazdanifard


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Cultural factor is recognized as a vital influence to communication as well as the key to success for a business. Cultural awareness helps organizational firm more efficient while behave cross-culturally to the international market. Meanwhile, the global business’s environment has become excessively complex because of the continuous entry of new corporations and private entrepreneurs where they tend to expand their market-share as well as differentiate their brands in order to compete in the world marketplace. Studies have shown that multinational organizations have to emphasize on cross-cultural management while competing with other organizations for the purpose of global expansion. Hence, it is important that businesses in different countries to raise their level of sensitivity, understand and respect towards each other’s cultural difference which would benefits them with the growth of their international business. This paper’s provide an analytical framework and concise version of conclusion of the importance of communication and source of conflict in cross-cultural management whether marketers doing standardization or global localization.     


Cross-Cultural management; Standardization; Global localization; national culture

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