Cross-Cultural Strategies In Multinational Business

Globalization has changed the way the world does business. It is clear that we can no longer do business as usual. No longer a backward nation,China is now playing an important role in the world economy. More and more Chinese enterprises start their oversea adventures. However, global enterprises always have to face cultures that are much different from that of their own. And under most circumstances, the business environment is decided by a nation's culture. Therefore, it is necessary to learn some cross-cultural strategies in multinational business activities.This thesis studies cross-cultural strategy in multinational business, with the purpose of supplying some practical techniques and skills with which multinational business can overcome cultural barriers.The thesis presents a comprehensive review of theories on culture and multinational business. These theories aim at providing a solid theoretical foundation for further study. Through case analysis, the thesis explores the cross-cultural strategy from the following aspects: cross-cultural HR strategy, cross-cultural training strategy, cross-cultural product strategy, cross-cultural advertising strategy, and cross-cultural negotiation strategy. Finally, the author points out the limitations of the study.