There is little doubt that the face of business has changed. Examples of changed international and global business arrangements are evidenced in the form of new licensing arrangements, a variety of joint ventures and new types of business consortium, and industry and international trade blocks. The proposed formation of the Asia‐Pacific Economic Community (APEC) in the Asia‐Pacific region, Asian/American Free Trade Agreement (AFTA), the reformation of the European Community as well as new alliances between the public and private sectors, new approaches to attracting capital, the integration of different arms of business as well as the satisfaction of individual career needs as a consequence of these changes all point to circumstances that demand attention to effective cross‐cultural management practice. In each of these the importance of cross‐cultural management as a significant area for research attention and practical application is evidenced.
Fish, A. (1994), "The Importance and Relevance of Cross‐cultural Management", Cross Cultural Management: An International Journal, Vol. 1 No. 1, pp. 35-38. https://doi.org/10.1108/eb008375
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