Surveys in Business and Economics 1 Marketing and Human Resources Across Cultures

This volume aims at identifying the effects of cultural diversity on global companies' marketing strategies, human resources management and corporate behaviour. Accordingly, these effects were examined, with particular reference to person environment-fit and market orientation in a multinational context. The effects of globalisation, differences and similarities in the practices of marketing strategies and HRM were also reviewed, with particular reference to selected global firms functioning in Oman. Factors influencing marketing strategies and perceptions by firms, clients and staff were examined. It was also concluded that the success of managerial practices and organisational design are dependent on an appropriate fit between the assumptions, values and beliefs inherent in the managerial practices in question and the culturally based assumptions, values and beliefs held by those who are being managed.