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With this abundant information one could think that by now, international companies should have overcome the major challenges in cross cultural management.
But in reality billions of dollars are still flushed down the toilets of “global” companies as a result of cross cultural mismanagement. Good examples for this are the mergers of Pharmacia and Upjohn where American and Swedish culture could not be integrated (Rugman, International Business 4th edition, p. 128) or the failed expansion of Wal-Mart into the German market, where not only strong local competition but also forcing the American mentality on the German workers, for example with daily Wal-Mart “corporate identity songs and dances” let to failure...
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