Abstract
Intercultural Management covers a very large sample of activities related to companies. Its tools can be used in all areas of management, including Communication, Human Resources, Marketing, Negotiation and Top Management. It allows us to easily recognize the different cultures surrounding us inside a company, as well as to integrate some important values. These values will help creating a synergy between the company and the cultural aspects around its activity, which represents a decisive aspect of any strategy.
In an international context, including intercultural management provides creativity but also flexibility and awareness to the company strategy. With globalization and research of performance as main concerns nowadays, intercultural management is a necessity to valorize assets. Cultural diversity then becomes a real strength that company can capitalize on.
Actually, not implementing multicultural management can be dangerous nowadays. A few issues can be avoided through diversification, for instance, turnover, interpersonal conflicts, total absence of communication. As the share of knowledge becomes more
and more important, companies might want to invest and re-orient strategy on a multi-cultural model, as a proof of great reactivity and modernity.
Bodegas Torres, the company that I will study in this case, is a Spanish company started in 1870 as a traditional and familial business. Today, Bodegas Torres is still active, but the world and the market of their activity have extremely changed. Wine production is a very globalized market, where they need to adapt and merchandise their family values in order to grow.
We will explore Bodegas Torres' management and strategy, and try to get more into multicultural management, in order to analyze its success.
