Managers in international companies increasingly find themselves in situations where they encounter representatives of many different cultures with which they are totally unfamiliar or of which they have only superficial acquaintance. Rather than using a country-by-country approach in such encounters, they are compelled by circumstances to adopt a global stance, as Thery points out in Concept 10.1.

Q) What do you consider to be one key element in this global approach? To what extent do you consider it possible to adopt a global stance when it comes to addressing ethical issues in a multicultural context?