The Rise and Fall of Boundaries

Abstract

Global giants strive for expansion and develop marketing strategies to cross boundaries toward new markets. For others, the cultural aspect is a key factor. Ethnocentrism, country-of-origin effects and culture-sensitive products are of particular relevance for companies between Eastern Asia and Western countries. More in detail, corporate social responsibility reflects a field of activity that is highly sensitive to culturally anchored opinions. MNC have to strike the right note to get people committed and to convince the public. In the final part, this chapter focuses on the organizational topic of coaching. Professional coaching for global careers or coaching principles in intercultural management are promising applications to ease the crossing of individual and organizational boundaries.