Building and assessing cultural diversity skills: Implications for series training
Building and assessing cultural diversity skills: Implications for series training
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DOI：
10.1016/s0019-8501(99)00089-9
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发表时间：
2001-01-01
影响因子：
10.3
通讯作者：
Ingram, TN
中科院分区：
文献类型：
--
作者：
Bush, VD;Ingram, TN
尽管市场上的文化多样性不断增加，但许多销售和营销主管未能与来自不同文化背景的客户和员工成功互动。因此，学术界和从业人员都主张将文化多样性培训作为提高成功率的一种方式。然而，多元化培训通常被视为销售培训计划中不必要的组成部分。销售人员可能没有意识到这种培训的好处，因此带着一种虚假的安全感进入文化多样性的环境，这可能会产生尴尬和非生产性的结果。本文的目的是介绍一个模拟练习，可以帮助消除这些看法，并通过自己的自我评估帮助销售人员和管理人员认识到文化多样性的重要性。本模拟结果的影响和建议，为今后的研究报告。(C)2000 Elsevier Science Inc. All rights reserved.
Despite the continued increase in cultural diversity in the marketplace, many sales and marketing executives are failing to interact successfully with their customers and employees from diverse cultural backgrounds. As a result, academics and practitioners have advocated cultural diversity training as a way to increase success. However, diversity training often is perceived as an unnecessary component of sales training programs. Salespeople may not realize the benefits of such training and thus go into culturally diverse situations with a false sense of security that can produce embarrassing and nonproductive results. The purpose of this article is to introduce a simulation exercise that can help eliminate these perceptions and aid in creating awareness in salespeople and managers about the importance of cultural diversity via their own self-assessment. Results of this simulation are reported with implications and recommendations for future research. (C) 2000 Elsevier Science Inc. All rights reserved.