The Need For Coalition In Intercultural Management And The Search For Synergy

Abstract

Globalization has been changing business firms from being international, to transnational and even to supranational companies and turning them into multi-cultural social systems. The content of management is also becoming management of people from different cultures. In 1990's one of the most important factors in firm effectiveness is to merge people from multicultural backgrounds around common values and to make multiculturalism an advantage. Globalization is forcing people to interact with different business cultures. Synergic management of cultural diversities is being increasingly included in the job descriptions of managers. The purpose of this article is to explore the concepts of interculturalism, cultural ethnocentrism and cultural relativism in depth and to approach intercultural management from the perspectives of coalition and synergy.