Authors: Renato Lopes Da Costa; Nélson Dos Santos Antonio; Maria Isabel Miguel
Addresses: Departamento de marketing e operações e gestão geral, ISCTE – Instituto Universitário de Lisboa, Avª das Forças Armadas, 1649-026 Lisboa, Portugal ' Departamento de marketing e operações e gestão geral, ISCTE – Instituto Universitário de Lisboa, Avª das Forças Armadas, 1649-026 Lisboa, Portugal ' ISLA Santarém – Instituto Superior de Gestão e Administração de Santarém, Largo Cândido dos Reis, 2000-241 Santarém, Portugal
Abstract: The globalisation of business markets requires rethinking existing management theories, and demands a global mental map, open to cultural diversity. The direct competitor, once across the street, might now be kilometres away, putting pressure on companies to continuously learning, developing their competencies and updating their knowledge. This refers not only to practical and technical knowledge, but also to a wide-reaching knowledge of cultures and markets, be they strong, emerging or weak. As such, this article seeks to present theoretical guidance on the manner in which managers 'think strategy' in two very different contexts - those of the USA and Germany. Management models for each, related to their specific cultural characteristics, are presented and the implications of each considered.
Keywords: globalisation; management global map; management culture.
Global Business and Economics Review, 2018 Vol.20 No.2, pp.182 - 197
Received: 10 Jun 2016
Accepted: 22 Jul 2016
Published online: 28 Feb 2018 *