1. To globalise the local, or localise the global? The question is now.
Jasmina Djordjevic, PhD
Faculty of Law and Business Studies Novi Sad, Serbia

2. summary
Aim of this workshop: show that particularly designed activities, implemented and applied gradually can enable team building in a multicultural work environment as well as help employees learn how to identify, acknowledge, integrate and tolerate cultural diversity in the immediate environment.
Three carefully designed activities: several steps each, meant to help participants gain the necessary awareness of the fact that cultural differences are not negative.
Results: learn how to integrate cultural difference into the everyday itinerary and make use of it in a positive way, accept and tolerate diverse cultural backgrounds and business environments which will directly influence the team structure and the company as it will become more coherent; higher productivity is inevitable as everybody on the team will work with everybody else so as to achieve their goals – success and profit.

3. itinerary Phase Title Activities Estimated time 1 Culture
Culture briefing
Culture portfolio
Them and us
15 mins 2
Global or local?
Global and local
Stereotypes
Dimensions of business
Profiling 3
Brand and corporate culture
Brand, image and business culture
Models of implementation
SWOT analysis
Self-evaluation test
Test HW
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4. 1. Culture 1.1 culture briefing
Where are you from? 
Do you mind questions about your culture?
 What is your country/ culture like?
 Do you like working with people from other cultures?
 What is the attitude to work in your culture?
 Have you been working in the public or the private sector?
 What is the private sector like in the culture you come from?
 What is the public sector like in the culture you come from?
 Are you used to an incentive plan?
 In the culture you come from, are you expected to conform or to diversify?

5. 1.2 Culture portfolio Fact Yes No Details Country/ Culture Modern
Traditional
Economy
Developed
Global
Cooperation
Encouraged
Flourishing
Attitude to work
Proactive
Entrepreneurial
Sector
Private
Public
Incentives
Implemented
Acceptance level
Conform
Diversify

6. 1.3 Them and us
Discuss the results and the portfolios.

7. 2. Global or local? 2.1 global and local
In respect to:
Focus on global
Focus on local
Politics
Economy
Education
Tradition
Religion
Family
relationships

8. 2.2 stereotypes Business style Stereotype Innovator Explorer Developer
Organiser
Checker
Regulator
Advisor
Coordinator

9. 2.3 dimensions of business
Agile Organization Building organizational resilience and capacity for adaptation
Clients First Creating an exceptional client experience
Flawless Execution Consistency, efficiency and effectiveness of operations
Getting Results A focus on goal achievement, performance and productivity
Helping Others Providing a sustainable service to society
It is All About People Insights into retention and engagement of employees
Leading the Way Leader behaviours that influence cultural norms. Ideally suited for leadership development programs
Making Ideas Happen Fostering and sustaining heightened levels of creativity and innovation
Ready for Change Examining organizational change. Readiness at a systemic level
Working Together Promoting teamwork and collaboration within and across organizational boundaries

10. 2.4 profiling
Discuss your conclusions and try to establish some ground rules to surpass the difference between the global and the local.

11. 3. Brand and corporate culture 3.1 brand, image and business culture
Casual
Industrial
Conservative
Administrative
Aggressive marketing
Worker participation discipline
Respect for colleagues
Identification through products
Strong customer focus
Good internal communications
Traditional products
Traditional image
Technological innovation
Good design
Long history
Shareholder value (pos. And neg.)
Environmental friendliness
Advertising designed to shock
Image of leader (individual/ group based)
Company structure (flat/ hierarchical)
Planning perspective (long-term/ short/term)
Timing of activities (sequential/ monochronic or synchronic/ polychronic)
Basis for status in company (who you are/ what you do)
Decision-making process (normative/ pragmatic)
Relationships with colleagues (impersonal/ personal)
Dress code (formal/ informal)

12. 3.2 models of implementation
Try to suggest some ways to integrate your own cultures in a partially re-shaped form into the existing business environment.

13. 3.3 SWOt analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Helpful
to achieving the objective
Harmful
(attributes of the organisation)
Internal origin
STRENGTHS
WEAKNESSES
External origin
OPPORTUNITIES
THREATS

14. 4. Self-evaluation test
Try to answer the following questions as honestly as you can:
What have I learned today? 
Do I claim to understand cultural diversity? 
If yes, what is cultural diversity? 
Do I claim to understand people from different cultural backgrounds? 
How many friends do I have from other cultures? 
How many coworkers do I have from other cultures? 
What do I know about their cultures? 
What have I told them about my culture?
Am I tolerant of other cultural backgrounds?
What can I do to make my cooperation with people from other cultures more productive?

15. Thank you for participating!
Jasmina Djordjevic, PhD
Faculty of Law and Business Studies Novi Sad
Serbia