---

This book re-examines the economic impact of culture on business, and introduces the concept of transcultural management as an alternative approach for MNCs in their execution of a global business strategy. Next to introducing the concept and based on the case study of Bosch Corporation Japan, this book also aims to further examine the practical applicability of the concept of transcultural management for foreign based MNCs in Japan, a country that is not only most commonly cited as the most different and therefore most relevant example for research on intercultural management, but also more and more increasing its efforts in the global economy by loosening its so far self-chosen isolated position and striving for new efforts to participate and succeed in global business. What are recent management initiatives that encourage a more global perspective among employees of foreign-based MNCs in Japan? How do employees relate to these efforts and strive for cooperation in cross-cultural teams? How and to what extent may employees relate to transcultural ideas and their own cultural background in this regard?

---

Aidin Ahmadi, B.A. Communication and Cultural Management, Corporate Management and Economics at Zeppelin University. Business Development Manager at Google Germany.

---