Case Study Analysis: Intercultural Management in Business MAR015-2

This assignment analyzes two case studies related to intercultural management in business. The first case examines a US fertilizer manufacturer's challenges in an East African market, highlighting issues of language barriers, cultural insensitivity, and ethnocentrism. The analysis explores how the company could have better understood the cross-cultural problem and offers advice on training sales teams in local languages, understanding cultural values, and applying intercultural theories like ethnocentrism and polycentrism. The second case study focuses on a joint venture negotiation between a US electronics company and a Japanese firm, where the negotiator, Tom, failed to consider Japanese cultural practices. The analysis discusses how the company could have better understood the cultural priorities, emphasizing the importance of respecting elders and traditional practices, and applying intercultural communication theories. The conclusion emphasizes the importance of effective communication, understanding cultural values, and bridging cross-cultural gaps for successful international business operations.