Intercultural leadership and negotiation

This project will examine cultural differences and dimensions and how they affect negotiations and intercultural management. It is necessary to consider that the cultural characteristics of each society, which in turn is made of different individuals, make intercultural relations complex and with many subtleties. We will apply these proposals to draw a comparison between Spain and two Southeast Asian countries: India and Sri Lanka using Hofstede’s cultural dimensions.This project will examine cultural differences and dimensions and how they affect negotiations and intercultural management. It is necessary to consider that the cultural characteristics of each society, which in turn is made of different individuals, make intercultural relations complex and with many subtleties. We will apply these proposals to draw a comparison between Spain and two Southeast Asian countries: India and Sri Lanka using Hofstede’s cultural dimensions.

Demand for Cultural Heritage

Prepared for the Handbook of the Economics of Cultural Heritage. Forthcoming in Edgard Elgar Publisher. Anna Mignosa and Ilde Rizzo (editors)

Comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences

The focus of this project is going to be, as the title indicates, on the comparison of marketing policies applied by the same company in different countries and analysis of the reasons for the differences. In order to do that, I have selected the company Nestlé to analyze the marketing decisions it makes across national boundaries to market the brand of Kit Kat and keep it as a leader snack worldwide. After having analyzed the brand in all continents, I can say the execution of the strategy used by Nestlé with Kit Kat really matches the planning of the strategy which is to think globally and act locally. Nestlé uses global brand identity but, from the internal point of view, it uses local ingredients and gives autonomy to its local branches based in different countries to make pricing and distributions decisions and therefore satisfy different consumers’ needs and preferences in local environments where changes happen very rapidly. The “glocal” approach to marketing is an effective way for Nestlé Kit Kat to stay focused on the consumer in worldwide markets.