The issue of diversity is arising today due to two main reasons. First, companies competing in international markets face different cultures, languages, races and so on. Second, most domestic markets are becoming increasingly multiracial and multicultural. This paper illustrates the results of an exploratory study and develops a model suitable for interpreting the current approaches to the diversity issue spread among companies. The new model, called the Leveraging Differences model, represents a wider approach compared to the previous ones as it considers the organizational, social and marketing viewpoints. The case studies of IBM, Microsoft, and Deutsche Bank will be discussed to verify whether the model could be effective for future quantitative research. The analysis shows that the internal variety, made up of different skills, competencies, cultural orientation, and personal sensibility, is mainly used to better interact with the markets and to produce customized products. In conclusion, the Leveraging Differences model is quite complete and suitable for describing the current approaches to diversity.

Leveraging differences for competition: an exploratory study, 2008.

Leveraging differences for competition: an exploratory study

Mazzei, Alessandra;Ravazzani, Silvia
2008

Abstract

The issue of diversity is arising today due to two main reasons. First, companies competing in international markets face different cultures, languages, races and so on. Second, most domestic markets are becoming increasingly multiracial and multicultural. This paper illustrates the results of an exploratory study and develops a model suitable for interpreting the current approaches to the diversity issue spread among companies. The new model, called the Leveraging Differences model, represents a wider approach compared to the previous ones as it considers the organizational, social and marketing viewpoints. The case studies of IBM, Microsoft, and Deutsche Bank will be discussed to verify whether the model could be effective for future quantitative research. The analysis shows that the internal variety, made up of different skills, competencies, cultural orientation, and personal sensibility, is mainly used to better interact with the markets and to produce customized products. In conclusion, the Leveraging Differences model is quite complete and suitable for describing the current approaches to diversity.
Inglese
http://www.escp-eap.net/conferences/marketing/2008_cp/Materiali/Paper/It/Mazzei_Ravazzani.pdf
Congresso internazionale Marketing Trends
7
Venezia
2008
internazionale
contributo
Collesei U.; Andreani J.C.
27
8890245921
Italy
Venezia
esperti anonimi
Online
Settore SECS-P/08 - Economia E Gestione Delle Imprese
Una versione rivista e sviluppata di questo contributo e' stata pubblicata sulla rivista internazionale Journal of Communication Management, vol. 16, N. 1, 2012 (la data di accettazione e' luglio 2010)
2
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10808/3871
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