In an interview on Xerfi Canal TV (in French), Catherine Demangeot, Professor in Marketing and Director of the Executive MBA at IÉSEG, discusses the importance of intercultural skills for companies working internationally or with markets characterized by diversity.
Catherine Demangeot examines two aspects of this concept. Firstly, she looks at the awareness and comprehension of intercultural differences between colleagues, stakeholders, and the markets that the company works in (in particular in terms of consumers). Secondly, she highlights the way that companies take advantage of these differences to gain a competitive edge.
According to her, a key factor is to make multicultural engagement an important company value. In this way, the company will consider intercultural considerations before and during projects. Afterwards, the organization will value diversity in its recruitment, and will design its products, all the while thinking about its communication operations, so that it can use them with audiences from different cultures.
Catherine Demangeot also discusses different companies and their ways of dealing with this issue.
Watch the interview in French:
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