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Even brand taglines can get badly lost in translation.
A frequently cited example is from KFC in China, whose chicken was marketed as so tasty, you’ll “eat your fingers off!
From the Virgin Group to Disney and Pricewaterhouse Coopers, organizations across industries are embracing the benefits of a diverse workforce.
But with benefits, necessarily come challenges of working across borders, cultures, and languages.
Diversity Inc annually recognizes the top 50 most diverse companies and measures their success against the broader market.
Recent research from Mc Kinsey also underscores the fact that diversity is good for a business’s bottom line.
As national politics and discourse seem to grow more inward looking and divisive across America and Europe in 2017, successful businesses must continue to think inclusively and globally.
Embracing cultural diversity in the workplace is an important first step for businesses that want to be competitive on an international scale.
The danger of making a serious marketing blunder, which can cause irreparable damage to a brand or business abroad, can be mitigated by employing a diverse workforce with local marketing savvy.
This, in turn, fosters mutual respect among colleagues who also value the diverse culture, perspectives, and experiences of their team members.
An inclusive atmosphere of cross-cultural cooperation is an excellent way to bond colleagues and teams across the business.
In fact, ethnically diverse companies were shown to be 35% more likely to have financial returns above the national industry median.
Cross-cultural understanding, along with local market knowledge, lends itself the production of more effective marketing strategy and materials.
According to a Glassdoor survey, two thirds of job hunters indicated that diversity was important to them when evaluating companies and job offers.