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Rodriguez-Rivero, RocioAutor (correspondència)Ortiz-Marcos, IsabelAutor o coautorBallesteros-Sanchez, LuisAutor o coautorRomero, JavierAutor o coautor

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The opportunity to improve psychological competences of project managers in international businesses

Publicat a:Psychology & Marketing. 35 (2): 150-159 - 2018-02-01 35(2), DOI: 10.1002/mar.21076

Autors: Rodriguez-Rivero, Rocio; Ortiz-Marcos, Isabel; Ballesteros-Sanchez, Luis; Romero, Javier

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Many projects are currently conducted in international businesses in which cultural issues play an important role. In-depth analysis of the risks associated with the unknown of this type of issues offers companies a better understanding of how to focus their marketing tools to be more effective, and provides project managers with strategies to improve customer relationships. Hofstede's Cultural Dimensions and Meyer's Culture Map have demonstrated that every society possesses distinguishing features. These cultural theories serve as foundation for including the category of culture in a proposed Cultural Risk Breakdown Structure. Through a literature review, risks associated with cultural differences are identified in projects executed in Africa, China, and the Middle East. By linking these risks to cultural dimensions, it is possible to identify the psychological competences framework in international businesses. Therefore, the aim of this paper is to create not only a comprehensive record of these risks but also a list of the new skills and competences that project managers must possess to improve client satisfaction and make decisions in a cross-cultural environment. By considering the association between psychological aspects and cultural issues, this analysis will be of considerable benefit for improving relationships in international contexts.

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