Digesting glocal

Date of publication: November 7, 2017


In the case of the present study, introducing an intercultural way of working unveiled pre-existing dynamics that reproduced the dichotomy of us versus them, notably within gender roles. For this reason, and recognising our own feminine perspective on this business case, we chose to bring gender as one of the characteristics that, within the work that was performed at Vitamix, explain the changes that an intercultural approach brought ti the glocalizing process of the company.

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