Developing a Global Awareness
Opportunities in global business abound (available) for those who are prepared to confront numerous obstacles with optimism and a willingness to continue learning new ways. The successful businessperson in the 21st century will have global awareness and a frame of reference that goes beyond a region or even a country and encompasses the world.
To be globally aware is to have
(1) Tolerance of cultural differences and
(2) Knowledge of cultures, history, world market potential and global economic, social, and political trends.
Tolerance for cultural differences is crucial in international marketing.
Approaches to Global Awareness
• Select individual managers specifically for their demonstrated global awareness
• Develop personal relationships in other countries
• Have a culturally diverse senior executive staff or board of directors