happening there are three major challenges that I

happening so are there any challenges about going global any of you who have
been involved with this sort of already know that answer it’s extremely dynamic
and there are three major challenges
that I want to talk about next
they are cultural diversity economic
considerations in terms of development
and purchasing power and the political
regulatory climate so we’ve talked about
the what now we’re going to talk about
the why it’s interesting and why it’s a
challenge so what is culture
well Gertz Hofstede who’s a dutch expert
on cross-cultural studies within
individual societies and organizations
says the culture is the collective
programming of the mind that
distinguishes the numbers of one
category of people from those of another
put another way it’s a way of living
that’s transmitted from one generation
to another and is often shown through
societal organizations and the way
people live it can have both physical
and non-physical attributes I know that
might sound a bit strange but think
physical in terms of things like
clothing and tools cars I don’t know
iPhones non-physical religion attitudes
beliefs values those sort of things and
have both conscious and unconscious
values ideas attitudes and symbols
so having said all that we’ve sort of
outlined it culture should be really

x

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