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Describes the importance of providing cross‐cultural awareness early on in education; states that it is possible to create a set of opportunities which will allow a student as young as five or six years‐old to experience something new regarding his/her family or religious values, who will then take that experience home to share with his/her family. Provides the opinion of the US Government that by the year 2000, 80 per cent of the working population will need help with basic reading and writing skills; gives the view of the president of the Carnegie Foundation who believes higher education is irrelevant to the needs of today's society. Suggests that at university level we have to spend more time and energy working with people who teach children from kindergarten to grade 12; hopes that the result of this new journal will be that academia will become oriented towards cross‐cultural realities for students. Includes suggestions for the profile of a cross‐cultural manager listing attributes, e.g. a strong value system; inquisitiveness; energy and openness to different viewpoints, etc. Concludes that responsibility for this must fall on the educational establishment.

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