Cross-National Management is essentially about managing businesses that operate across national boundaries (Punnett, 2013) with an emphasis on managing the people in these international contexts. Cross-national management is often referred to as cross-cultural management because it focuses on managing the diversity of people across cultures.

A local advertising firm has engaged you as a consultant. They are joining forces with an identical company that has branches all across the world.

Your client company is new to the concept of Cross National Management

1. Explain what cross-national management is
2. Explain its scope
3. Explain why it is important for them to develop intercultural competence.