1. You are an intercultural consultant. To what extent do you think company culture is influenced by the country the company is based in? Issue guidelines for new job applicants.

While internationalizing, firms face a high level of uncertainty, connected to the a lack of knowledge of the foreign market, and to the “soft factors,” which can reduce profitability and create a situation of disadvantage with regard to local or already embedded competitors. The chapter offers a key to understand the importance of market and cultural knowledge, and it explains why firms should the necessity to have culturally competent managers in order to lead international teams, and to adapt products and processes

2. You are a corporate culture specialist. Comment on the impact internalization and exposure to a new culture can have upon corporate structure, working practices and learning opportunities. Speak on the issue of cultural awareness while working in multinational business environment.

You should clearly understand the rules and cultural expectations of others when working in different cultures. without understanding this, you will make mistakes. Work with people from different cultures is increasingly found in our time and is becoming an integral part of our lives. Understanding “culture” is important because people can easily underestimate the impact of cultural differences. Before any meeting with partners or clients from another country, homework should be done in advance. Cultural awareness will help reduce the chances of making bad decisions and increase the likelihood that we will make more insightful and informed decisions that will succeed. An important point in the study is that cultural awareness does not boil down to jeopardizing one's own culture or sacrificing one's values or identity for the sake of “strangers”. Of course, this will help to understand how we can best adapt our decisions in a given situation in order to ensure positive results in intercultural interactions. It is about respecting the cultures of others, as well as our own.