International Management

As life cycles continue to shorten and speed the spread of the technology increases, the strategic importance of alliances with international companies is increasing. This is a strategic phenomenon impelled the company to seek alliances across borders and cultures. However, this alliance is faced with many problems arising from differences in national culture, organizational culture, core competencies and strategic objectives.

Recently, Fortune 7, which is an American company in the field of food and apparel industry, began expansion into the Chinese and African market for the first time. Like many multinationals, the top management a very limited knowledge of how to achieve the objective, and how to use the new culture as a source of competitive advantage. To understand the culture, we use the theory of Schwartz and Bilsky structure of universal values. This theory suggests that there are three universal human needs: biological needs-based, social interaction and institutional requirements for group protection. These three requirements "preexist any individual, and thus can be used to conceptually organize human values, or what the authors refer to the" construction "of human values that are common to all cultures. According to this theory, the structure of the values is based on the end states or behavior, individual, collective, or mixed interests, and motivational domains.

Incentive domain-specific types of motivational concern that expresses different values. While national groups can join the various levels, which are important for the specific values, the values themselves generally appear to reflect the same motivational areas in these groups. In summary, the values, the structure remains relatively stable in the cultural groups.