Intercultural Awareness; the New Value Chain Principle
Intercultural Awareness; the New Value Chain Principle

Summary/Abstract: The business environment continues to evolve and companies are dynamically working to adjust strategies to meet the global challenges of market share, customer retention, competition, and continued growth. Many believe they have successfully met these challenges. Inability to develop a robust business strategy creates poor communication and lack of business alignment that causes constantly shifting strategic priorities and supporting tactical initiatives holding little value. This lack of focus and alignment causes confusion amongst investors, employees, and management. To avoid this dilemma, a balance is required between outside forces and the need to nurture and communicate internal strategy, processes, and customer orientation to support the value chain. In the quest to conquer “outside forces” managers must not losesight of key values and principles from which business is created, developed, and trustis formulated. Successful enterprises weave principles such as innovation, intelligence, and integrity into their value chain and business infrastructure. Today, companies that wish to succeed must also adopt intercultural awareness as a key principle. This paper will discuss the importance of intercultural awareness to support building consistency in strategy, process, communication and improved employee and customer loyalty throughout the value chain.

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