Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/91812
- Globalization and diversity management: empirical evidence from Australia
- Bertone, Santina; Leahy, Mary
- This article focuses on matters related to globalization and diversity management. One of the managerial challenges of trading in a globalized marketplace is the need to service an increasingly sophisticated, differentiated and competitive market. It is told that customers have become more educated, affluent and discerning in their choices. This has led, in turn, to demands that companies tailor their products and services more closely to customer needs and tastes. Since globalization has opened up competition across all sectors of an economy, no enterprise, whether large or small, appears to be exempt from such pressures. This is true whether companies trade domestically or internationally. Customization and niche marketing rely heavily on an intimate understanding of customer needs and the marshalling of a range of 'soft' people skills such as cultural knowledge, empathy and interpersonal communication. Managers are increasingly exhorted to identify and nurture such skills among employees and develop their own people management skills. Cross-cultural communication and diversity skills are an important part of this skill set.
- Publication type
- Book chapter
- Globalization, employment and the workplace / Yaw A. Debrah and Ian G. Smith (eds.), Chapter 11, pp. 207-238
- Publication year
- Australia; Consumers; Competition; Cross cultural differences; Diversity; Globalisation; Management; Markets
- 9780415252416, 0415252415
- Publisher URL
- Copyright © 2002 selection and editorial material, Yaw A. Debrah and Ian G. Smith; individual chapters, the authors.
- Peer reviewed