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Author:   Małgorzata Bartosik-Purgat (Dept. of Intnl Management, Poznań Univ. of Economics & Business, Poland) ,  Monika Guzek
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
ISBN:  

9781032636955

ISBN 10:   1032636955
Pages:   264
Publication Date:   26 December 2025
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Forthcoming
Availability:   Not yet available  
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Table of Contents

Instead of Introduction: Culture and Business: Are They Interdependent? PART I. CROSS-CULTURAL MARKETING CHALLENGES Chapter 1. Cross-cultural Product Strategy of McDonald`s Chapter 2. Expansion of Cosmetic Manufacturers to the GCC Countries – Challenges and Cultural Adaption of Products Chapter 3. Codorniu’s “cava” in China: Bridging Marketing Strategies and Cultural Differences Chapter 4. The importance of Communication in Shaping Organisational Culture at Unilever Nigeria Plc Chapter 5. The Importance of the Nation Brand and the Effect of the Country of Origin on the Internationalisation of Enterprises Chapter 6. Cross-cultural Adoption of Augmented Reality – Theories and Practices PART II. CULTURAL ASPECTS OF INTERNATIONAL BUSINESS Chapter 7. Internationalisation of the Company: Amica’s Path to the Culturally Diverse Markets Chapter 8. Cultural Barriers in Foreign Direct Investments: The Case of Zanglory Investments Ltd. in Zanzibar Chapter 9. Danish Values in the Structures of the Polish Subsidiary of VELUX Chapter 10. Challenges in Managing a Polish-Ukrainian Team: Exploring Intercultural, International, and Interlingual Differences Chapter 11. How International FMCG Companies Maximise Employees` Intrinsic Motivation by Adapting to Cultural Differences in Expression of Basic Psychological Needs Chapter 12. Remote Work in Culturally Diverse Business: A Case of Duracell North Central Europe Organisation’s Experience Chapter 13. The Adoption of ESG Practises in Corporate Strategies – Does Cultural Background Matter? Chapter 14. Women on Board in the Volkswagen Group: Women in Society, Religion and Traditional Beliefs Chapter 15. Culture and Business: Looking Ahead 2035

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Author Information

Małgorzata Bartosik-Purgat, Professor in the Department of International Management at Poznan University of Economics and Business, Poland. Her research addresses cultural aspects in international business, cross-cultural communication, cross-cultural consumer behaviour, consumer ethnocentrism, acceptance of innovations in the consumers` decisions, and the significance of new media in marketing and personal communication. Member of EIBA – European International Business Association, IAIR - International Academy for Intercultural Research, ABC - Association for Business Communication, SIETAR Poland - Society for Intercultural Education Training and Research, IT&FA - International Trade and Finance Association, AIB - Academy of International Business. Author and co-author of publications in (e.g.) International Journal of Emerging Markets, European Journal of International Management, Technology Analysis & Strategic Management, Entrepreneurial Business and Economics Review, Economics and Business Review. Monika Guzek, Assistant and Ph.D. Candidate in the Department of International Management at Poznan University of Economics and Business, Poland, her research encompasses diversity management, cultural aspects in international business and management, age diversity management, cross-cultural communication, cross-cultural consumer behavior, and organizational culture. She also holds the esteemed position of President of the Society for Intercultural Education, Training, and Research in Poland (Sietar Polska) and is a member of Sietar Europa and EIBA – European International Business Association.

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