Path to Success: Innovative Managerial Approach [pp. 122-143]

Abstract

Organizations operating worldwide adopt different strategies and marketing techniques in various geographic areas, depending on the cultural perception of the country in which they are active. There are diverse reasons for implementing different management strategies, even under the same organizational umbrella. Responsiveness to customers, market adaptability, and competitiveness with other organizations operating in the same sector are some of the most important. The current case examines the management strategies of a leading furniture company that started off as a small business and rapidly expanded globally. The success the company has achieved through its innovative marketing strategies and use of international management techniques is presented. The case highlights the company's flexibility in adapting its organizational structures to the nature of the market in different countries, and its reliance on a cross-cultural management approach to marketing in order to increase product acceptance by consumers across the world.