Abstract
Nowadays, multinationals are fighting against enormous challenges because of globalization. This can be mainly defined by the delocalization of their plants and their multicultural workforce. They are obliged to set up competitive advantages that conform to changes. The success of a global company will strongly depend on its ability to transfer and to adapt all these elements all over the world. At this level, it is absolutely fundamental for companies to understand the world in which we live in and consider culture as one of the most valuable keys to maintaining and developing a coherent management. The cultural diversity of businesses requires an internal and external communication that takes into consideration all intercultural elements of management. In this report, we will present and study how Nissan, one of the three more powerful automotive manufacturers in Asia is dealing with cultural diversity. We will deeply analyze Nissan internal and external culture, its cultural experience and the cultural environment in which it operates. To perform this analysis, we will use course material as well as other external sources that I will cite as we go along.
