MULTICULTURALISM

Cultural diversity is present in all aspects of our lives. Globalization and migration of people have resulted in the penetration of cultures existing in the same area. Therefore, the key task of managers in organizations is to manage transculturality and use its advantages. Multiculturalism is the company’s potential. Organizations that can manage it properly have access to unique experience, knowledge of foreign markets, specifics and preferences of buyers as well as their behavior and needs. A different view of people coming from different cultures brings original and unusual solutions to problems that would be difficult in monocultural societies. Energy and knowledge resulting from multiculturalism, as well as appropriate control allows companies to become more innovative. Today, diversity means competitiveness. The companies that manage it properly will be the ones that will be the most successful.

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