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Towards international cultural diversity management of public relations: viewpoints of chairmen/CEOs


Abdullah, Zulhamri (2007) Towards international cultural diversity management of public relations: viewpoints of chairmen/CEOs. International Journal of Economics and Management, 1 (2). pp. 285-299. ISSN 1823-836X


This paper aims to promote a better understanding of how cultural diversity is practised in multinational corporations in Malaysia. Cultural diversity considers a complex element of management facets within the corporate culture. Managing cultural diversity requires a holistic approach especially from top management personnel in terms of cultural sensitivity and ‘local focused’. A qualitative research method, in-depth interviews was employed. The findings revealed that localisation is a hallmark of Asian strategy in winning competitive advantages in the global marketplace. All management personnel stressed the importance of cultural sensitivity in practising business strategy in multinational corporations. Surprisingly, cultural diversity is not a barrier to the management of business strategy, instead it is seen as huge opportunities for Malaysian corporations to create their own corporate identity to compete with global competitors.

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Official URL or Download Paper: http://econ.upm.edu.my/ijem/vol1_no2.htm

Additional Metadata

Item Type: Article
Divisions: Faculty of Modern Language and Communication
Publisher: Faculty of Economics and Management, Universiti Putra Malaysia
Keywords: Cultural sensitivity; Localization; Asian strategy; Global reach
Depositing User: Yusfauhannum Mohd Yunus
Date Deposited: 25 Nov 2008 14:03
Last Modified: 06 Jul 2015 02:19
URI: http://psasir.upm.edu.my/id/eprint/722
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