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THINK LOCAL, ACT LOCAL
Interview with Jonathan Chandler, Director of Communications - West Europe Group; Coca Cola
Coca Cola will stress local and cultural diversity for marketing and branding. Chandler explains the new strategy of less centralised campaigns and more local responsibility.
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LESSONS OF EVERYDAY LIFE
Participants of the congress talk about their experiences of cultural diversity
About 350 People from over 60 nations all over the world came to Berlin for the international IPRA congress. Most of them underline importance of intercultural knowledge and competence.
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QUALITY OF RESPONSIBILITY
Interview with Eberhard von Koerber, Vice President of the Club of Rome
Koerber claims a broad view of quality including employee and customer relationship. The culture of global companies should limited to business rules and respect local cultures.
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WESTERN AND MODERN SOCIETY
Interview woth Prof. Samuel Huntington, Harvard University, Chairman of the Harvard Academy for International and Area Studies, Cambridge, USA
Huntington explains cultural diversity inside nations and the difference of western and modern society. In his opinion 11. September is not a clash of civilisations but a conflict of civilisation and terrorism.
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REPUTATION MANAGEMENT FOR ALL
Interview with Prof. Charles J. Fombrun, Author of "Reputation", Leonard N. Stern School, New York University
In this Interview Prof. Fombrun points out the importance of an alignment cross over the different groups in a global company. But reputation management ist not only a challange of large companies but also for a small enterprise.
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