Reader’s Corner: Be Bilingual

“Embraces the subject with more global reach than any I’ve come across before. A friendly, readable book that provides an intelligent and insightful blend of research-based advice and practical, real-world ideas.” –Adam Beck, blogger of Bilingual Monkeys Children may be like sponges when it comes to language learning, but the key to having them develop…

Reader’s Corner: Global Marketing and Advertising: Understanding Cultural Paradoxes

Global Marketing and Advertising: Understanding Cultural Paradoxes Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences…

Reader’s Corner: Managing Across Cultures

Whether you run a giant corporation or work in a small business, it’s more than likely that you regularly deal with people of different cultures—from customers and suppliers to salespeople and colleagues. It simply can’t be overstated: You will have trouble succeeding in business today if you don’t appreciate and know how to actively manage…

Reader’s Corner: How Brands Become Icons

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands–they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Douglas B. Holt shows how iconic brands create “identity myths” that, through powerful symbolism, soothe collective anxieties…