Proceedings / Cross Cultural Conference 2012

The triangle of Intercultural Management, B2B-Marketing and Sales Management generates a fascinating combination of challenges as a result of the globalization process. As globalization also happens in a social framework, we have added aspects of intercultural social work as a session. The study program Global Sales and Marketing and the Platform for Intercultural Competencies have formed a partner network of universities and researchers to perform research activities which address these topics. As a result of these activities, the scientific insights gained and transformation examples are presented in a one-day conference with the following sessions: - Session A: Intercultural Management and International HRM - Session B: B2B-Marketing and Sales Management - Session C: Intercultural Social Work