The Americans who called for a boycott of Stolichnaya vodka meant well: They protested Vladimir Putin's new law banning "homosexual propaganda" and what they saw as a rising tide of state-sponsored homophobia in Russia. The only problem: Stoli is not made in Russia but in Latvia. The lesson: Before you target a transnational campaign, do your homework.
Recently we covered the culture clash between Oprah Winfrey and a Swiss salesperson. They are not alone: what is more challenging for any global executive than managing across cultures and value systems? The inability to see the world from a counterpart's point of view and decode their mind-set has derailed many a promising cross-border venture. Join Thomas D. Zweifel, author of "Culture Clash 2," in a series of VoiceAmerica radio interviews that could change the way you think and manage as a global executive.
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