International Business Research; Vol. October 30, Accepted: November 16, Online Published:
Sign up Log in Intercultural Marketing Management in the Spotlight —what and why, but what about the how? Intercultural Marketing Management in the Spotlight —what and why, but what about the how?
Michael Diedrichs, Finland Cover photography: Rami Salle, Finland Printing: Tribal Marketing Management — is intercultural marketing old fashioned? Why care about repatriation?
Which problems can occur when coming back? Did the company set wrong priorities? How can the company improve their repatriation management? Communicating with strategic partners in the international business network: Earlier, knowledge was assumed to lie with the esteemed individual, not with the reading public.
Earlier, the publishing of a book required involving yourself with a complex network of editors, publishing houses and media. Today, things are different. Today, students can co—create knowledge by writing their own textbook, disrupting our ideas about knowledge, publishing and academic legitimacy—and I, for one, applaud this.
By approaching studying and scholarship as something you engage with rather than something you merely partake in as a mostly passive audience, the authors of this book are inviting us to reflect on the very meaning of education and research, and at the same time educating us in contemporary marketing.
And not just of a book, or a course or of knowledge. No, they are the makers of the future, the builders of knowledge yet to come. So read the book both for what it is and for what it shows.
It is, understood as a traditional book, a fine introduction to contemporary issues in marketing. But it is also a challenge to think about how we can re—invent education, and a showcase of what is possible when smart young people are given a task, the tools to complete it, and the freedom to seek out their own paths.
In many ways, it is a clarion call to a number of disruptions, a knock on the doors of tradition that will not be denied. This book is an example of what students are capable of doing when given the opportunity and challenged enough. The students taking part in the course planned, wrote and organized the book by themselves.
You would expect academic researchers being the ones writing these kind of books, basing their arguments and judgment on previous research and rich data sets analyzed using sophisticated and academic methods.
What, then, can a book written by graduate students offer, as they have less experience of research and management in practice?
The course was designed to confront the students with situations where they need to lead, design, make decisions, as well as be creative and flexible. The students had to deal with leadership issues, choose tasks, confront intercultural issues, work with design and layout and, above all, practice the most challenging issues of them all, namely time management.
Since the students taking part in the course originate in a variety of countries, the students also got a real taste of the intricate challenges managers of intercultural teams are confronted with.
We believe that students should not only be sitting in auditoriums, listening to someone usually an academic talk. Firms and organizations seek for employees who are creative and able to solve problems.Firm Y’s Strategy Use Radio +3 +1 Use Newspaper +7 -2 Firm X’s Strategy Saddle Point Use Radio Use Newspaper Firm X’s Pay-Off feelthefish.com STRATEGY GAME The strategy each player follows will always be the same regardless of the other players strategy.
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