Considering the fit between business strategy and cultural values

This book was motivated by an apparent paradox found within the intercultural communication research area, as it seems that some of the most basic guidelines within contemporary academic literature on cross-cultural communication are to some degree being intentionally disregarded by the Danish pharmaceutical company Novo Nordisk. The guidelines in question refer to the importance of considering the complexity and many differences found within employees with different cultural backgrounds, and on how organizations should adapt accordingly in a communicative situation. This book will discuss how intercultural values influence the intended perception of The Novo Nordisk Way by conducting a comparative analysis of the respective value foundations and perceptions of Danish and North American employees.

Autorentext

Kaspar Luk, M.A. Corporate Communication, Aarhus University 2012, has a profound interest in designing multifaceted communication plans that are aligned with business strategies and cultural values.