Managing Multicultural Diversity

International management or Multicultural management is a result of globalization and the movement of people around the globe. Because international trade worldwide increases more and more companies will go global. In short, going global is equal to establishing local offices and coming into contact with individuals who have different national and corporate cultures. Thus the main challenge for managers is how to create a performing mix out of all those different people with different languages and different opinions, perceptions, and biases.

Managers in a multicultural environment are dealing with so many factors. However, it is impossible to solve every single problem that you encounter. Therefore, the most important is the attitude to the problems. My biggest asset is that I am a very good listener and I think before I speak.

Managing teams

Each and every team member brings in a vast background of learned behaviors, skills, opinions, and biases. The challenge is how to create teams out of such a vast array of unique individuals. Even though a lot of effort is put in education managers to be open-minded to cultures and to earn the sensitivities of each culture there is no one universal handbook for the manager on how to manage a complete culture set of a group of individuals. Working in a multicultural environment means that you need to be sensitive to perceptions for the most part as you are not dealing with cultures in the form of clothing and dancing but you are dealing with opinions, characters, influences given forward through generations and corporate cultures often build up over many years.

In managing teams, there are some basic truths that will fit any team wherever in the world. A team is a mix of individuals with different skills but they all share the same two things and that is a passion for what they do and the wish to get it done.

The key idea is to get the job done and make a profit. The way to get the job done is to manage a diversity of perceptions of a group of humans by assuring that the passion for the work and the will to get it done comes first without that you let differences prevail.

Article on Multicultural Management


Multicultural Diversity

Presentation on Multicultural Management


Multicultural Diversity Presentation

Developing Sales Internationally

Often companies are looking for the magic formula when looking for a new sales person to do International Sales Development. First of all, a person who can increase sales volumes outside of the home markets or find investors in a certain country. However, results are not always as wanted.

The basic fact is that there is no magic formula, most noteworthy it is just hard work. The basic formula for doing business development/increasing sales is simple, it is called perseverance.  A person who does your business development should never back down and always continue contacting potential customers. Developing sales and markets is a function that needs tact and a feeling for cultural differences.

Passion, Integrity, Simplicity, Team Effort = Success!

My passion is listening to the ideas of clients and my teams, thinking through solutions and coming up with creative ideas. Most Importantly, I keep it simple.

I believe that respect, integrity, and team effort are the only way to achieve the desired results. There is no secret formula for finding the perfect salesperson. Performing interdepartmental teams result in sales growth. These teams are coexisting in the corporate culture and nurtured by managers as their main asset.

How I work

The work I perform is based on a deeply rooted belief that it takes time to grow a seed into a tree. Results never come overnight, only hard work and the continuous pursuit of excellence are the key ingredients to achieving goals in life and in work.

Sirbonu patience

Managing International Marketing Communications

During the past 20 years, I have been working with many companies on the analysis of their Marketing and Communication efforts. Companies involved were: Canon Europe, Nestlé, Symantec, IMD Lausanne, L'Oréal, Yamaha, and much more. All these companies came to the agencies I worked for. They came with the request to support them in the effort to create catchy campaigns that attract the potential customer. Together with my project teams, we coordinated these campaigns to run all over Europe. Teams have been small in size with 10-15 people to large EMEA wide teams with more than 50 people. I can therefore safely say,  I have the experience to know how to get international marketing communications running from the ground up.

Running your team effectively

One part of doing your communications on an international level is running your teams and partners. Another part is to get it all done on schedule. The last part is, sitting down and thinking about the strategy. What are you actually doing, where are you now, and where do you want to go? For this you need experienced people knowing what to look for.

Currently, Digital Marketing is the magic word. Many companies think that without any real effort clients will come through digital channels running to them. Digital Marketing is a great tool. It is a vital part of the whole Marketing Mix and as such must be applied with care. What do we want to achieve with these tools? Where does our target group get its information on purchase decisions? Therefore, it is vital that you think before you do and invest a lot of money in a tool that might not work for you. Hence, purely focusing on traditional or digital marketing would most likely leave out part of your target group. Information on your target group, their current knowledge of your products and your brand is a vital part in making these decisions

Multiple points of contact strategy

During all these years the only true strategy I have seen is that of MPC or Recency, developed by McCann Erickson. The goal is to create multiple points of contact with your target group. This can be through using traditional tools such as in-store, tv, print and digital. It is about the connection with your target on a multitude of levels. To do this right, you need to know how to apply all marketing tools available to the Marketeer. By automatically dismissing one or the other you will not maximize the reach of your campaigns and the return on your investment.

In short, there are no magical tools or gurus. Marketing is a thought through a long-term approach to try and reach your target. This is done on many levels and occasions with information that is appealing to the person now or in the near future. Building a brand is a personal relationship with your target and it is therefore never short-term or ad hoc, it is continuous.