ITM Master 3. Sem.
8103: International Management III
           

Fr 11.45-15.30 h S 04

4 SWS Course International Management and Culture

Convergence and Divergence

Convergence theories assume that all organisations (and cultures) are increasingly driven
by the same desire for efficiency regardless of the society in which they operate.
There is a convergence of worldwide business practices and procedures.

Supply side: Multicultural companies, direct email-communication in English, international law

Demand side: Global brands

Direction: Towards Anglo-US business and culture

Divergence theories assume that even though the surfaces of cultures and business practices develop
higher levels of similarity, still values of different cultures continue to exist and to drive also business
values in an organisation.
"You may make them Asians in Blue Jeans, but they will never become Americans with suntans"
(American expatriate manager on his Asian staff)

Divergence will remain the main force for a long time to tome.

Supply side: Non-Western Multicultural companies growing (BRICS), saying/meaning divide even when using a common language

Demand side: Persistance of diverging values which are attributed to different Global brands

Direction: Towards Multilateral business and culture

New approach developed in last two decades: Cross-vergence

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Looking back to our discussion of cultural influences: What do you foresee to prevail in the next 50 years:
Convergence, Divergence or Cross-vergence?

What are the consequences for future development of for example online marketing?

communication.mmap

  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS
Bachelor and Master Program International Tourism Management
arlt@fh-westkueste.de, Office 2.018, Tel. 0481 8555-513
Consultation hours (during lecture period): Wednesday 13.00 - 14.00 h