Catherine DEMANGEOT, Associate Professor in Marketing, ICIE coordinator and Exec MBA Academic Director- IÉSEG
March 19th 2019 from 12:00 to 14:00
Paris Campus – 1 Promenade de l’Arche, 92800 Puteaux
We are pleased to welcome you at IÉSEG for the INTERCULTURAL ENGAGEMENT WEEK which will take place from 18th to 21st March 2019 at our Paris-La-Défense Campus. On this occasion, attend and participate in the Corporate Lunchtime Talk led by Catherine Demangeot on the topic:
CULTURE AND INTERNATIONALISATION
Globalisation and ICT have rendered most marketplaces similarly multicultural through both the mobility of consumers, marketers and brands and the porosity of borders and channels. Yet, culture remains a key consideration in the international operations of firms. An initial talk will suggest a number perspectives on how culture, in different forms, plays a major role in internationalization strategies, before a more interactive session, where attendees will be invited to share their experiences, viewpoints and questions. The talk will propose that the ‘culture’ concept becomes problematic when it is associated with the habitual ‘country’ boundaries. It will also consider how the porosity of borders requires a coherent and planned approach to how firms approach the culture of their organisation and of their markets.