2. 2
IATAIATA
1500 employees in 65 countries
120 nationalities represented
In Geneva, 350 employees of 30 nationalities
(none > 12 % )
3. Middle classes drive travelMiddle classes drive travel
Global middle class in 2009 and prediction for 2030
North America
Central &
South America
Europe
Middle East &
North Africa
Sub Saharan
Africa
Asia Pacific
100mn
500mn
1bn
2009
2030
4. 4
70% of cross-national business
ventures fail due to cultural clashes
Source: International Labor Organization
6. 6
A common misunderstanding…
The difference between an expatriate and a global
manager (camaléon):
Expatriates are defined by location
Global Managers are defined by their state of mind
7. Power Distance vs. IndividualismPower Distance vs. Individualism
5
15
25
35
45
55
65
75
85
95
10 30 50 70 90 110
Small LargePower Distance (PDI)
CollectivistIndividualistIndividualism(IDV)
• Guatemala
• Costa Rica • Pakistan
• Ecuador
• Venezuela
• Indonesia
•Singapore • China•Thailand
• Hong Kong
• Romania• Mexico • Philippines
• Russia• Arabs• Turkey
• Iran
• Japan
• India
• Switzerland FR
• France
• Belgium FR
• Canada Quebec
• Israel
• Finland
• Germany
• Norway
• Sweden
• Denmark
• New Zealand
United States
• UK
• Brazil
Australia
• Spain
8. 8
CQCQ
Cultural Intelligence is the capability to function
effectively across national, ethnic and
organizational cultures
Four Dimensional Model
A Set of Skills
Earley, P. C., & Ang, S. (2003). Cultural intelligence: Individual
interactions across cultures. CA: Stanford U Press.