This article discusses the process of incorporating ethnic people in organizations to enhance business goals and the company's reputation for internationalism.
Describes the setting up and sustaining of the Asian Customer Care Centre of Telecom New Zealand.
Contends that incorporating ethnic‐minority individuals into the economic and social fabric of a nation is often seen as problematic, yet Telecom New Zealand is a testimony to playing the right ethnic cards for enhancing its reputation and achieving its business goals.
Provides insights into the Asian mindset and practical routes for achieving internationalism.
Encourages executives to experiment with innovative ways to encompass ethnic minorities to achieve business goals and strengthen the social fabric of a country.
