Developing the Euro‐manager: managing in a multicultural environment

No Euro‐manager can survive and function effectively without first understanding the subtleties and complexities of managing in a multicultural environment. It is fundamental that Euro‐managers are able to identify, negotiate and mediate within the cross‐cultural milieu known as the international marketplace. The traditional model of the“expatriate” manager, chosen by organizations primarily for functional expertise, has limited value. The development process from the expatriate manager to the “international” manager involves the crucial factor of cross‐cultural awareness leading to the improved performance of the organization.