‘Focus on overcoming culture barriers in business’


Management institutes need to focus on a three-stage learning process to overcome culture barriers in business, said Jutta Berninghuasen, professor and vice- president of international affairs at the Hochschule Bremen City University of Applied Sciences, Germany.

She was addressing the students of School of Management, Manipal University, at a guest lecture on inter-culture management here on Tuesday.

“Awareness, knowledge and skill development are important,” said Prof. Berninghuasen, while presenting a deep understanding of economic development and German culture, by exploring socio-psychological behaviour of individuals, showing how entrepreneurs can use them to understand consumer behaviour and take managerial decision.

According to a press release issued by the Manipal University here on Wednesday, the lecture primarily focussed on key issues regarding intercultural aspects of business development and its resolution. An informative discussion on various issues was held with help of case studies.

The emphasis was to understand the importance of culture in an era of globalisation, where an update of knowledge was necessary before getting into business with other countrymen.

The students had an interaction with the Prof. Berninghuasen on several other cultural topics such as food, sports, language and cinema. She stressed the need to strengthen Indo-German ties for mutual benefits and business development.

Chetana Maddodi, assistant professor, welcomed the gathering and Pranav Mishra, student, SOM, proposed the vote of thanks.

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Printable version | Jan 19, 2020 1:16:16 PM | https://www.thehindu.com/news/national/karnataka/focus-on-overcoming-culture-barriers-in-business/article7816815.ece

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