Workshop: Culture and Internationalisation

Workshop: Culture and Internationalisation

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IESEG School of Management

Promenade de l'Arche

1, Promenade de l'Arche

92800 Puteaux


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Dear Madam, Dear Sir,

We are pleased to welcome you at IÉSEG for the INTERCULTURAL ENGAGEMENT WEEK which will take place from 18th to 21st March 2019 at our Paris-La-Défense Campus.

On this occasion, attend and participate in the Corporate Lunchtime Talk led by Catherine Demangeot* on the topic:

CULTURE AND INTERNATIONALISATION - Tuesday 19th March 2019 from 12h00 to 14h00.

Globalisation and ICT have rendered most marketplaces similarly multicultural through both the mobility of consumers, marketers and brands and the porosity of borders and channels. Yet, culture remains a key consideration in the international operations of firms. An initial talk will suggest a number perspectives on how culture, in different forms, plays a major role in internationalization strategies, before a more interactive session, where attendees will be invited to share their experiences, viewpoints and questions. The talk will propose that the ‘culture’ concept becomes problematic when it is associated with the habitual ‘country’ boundaries. It will also consider how the porosity of borders requires a coherent and planned approach to how firms approach the culture of their organisation and of their markets.


* Catherine Demangeot is Associate Professor in Marketing at IESEG and co-ordinates ICIE (the IESEG Center for Intercultural Engagement). Her research focuses on multicultural marketplaces the emerging dynamics they host between the consumers, brands and marketers of multiple cultures. Prior to academia, Catherine’s ‘first life’ was in the publishing industry in both London and Dubai, where she lived for 23 years. During her academic tenure, she worked with executive participants in 10 locations in Europe, the Middle East and Asia.


We look forward to meeting with you on March 19th,

The IÉSEG Center for Intercultural Engagement team

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