Group 10 - Aayushi SinghAbhinav SinghAnkit KumarAnurag VermaDeeptiman Dasgupta Gagandeep ChawlaMasters MulticulturalismLOral - Masters MulticulturalismAchieving Global-Local Balance Achieving balance most critical in LOeal Paris brandLOeal Paris sold in mass markets worldwide and accounts for half of the sales of the consumer products division

A Global Brand attentive to Local Trends

Achieving Global-Local Balance Need for both local responsiveness and global integrationInternational Talent1990s: LOreal started to recruit internationallyLOreal paris: placed executives from mixed cultural backgrounds into new product development (most critical activity)40 product development teamsTeam: total of 4 people out of whom 2 may be multiculturalDeveloping a new product takes atleast a year of knowledge exchange among product development teamsMulticultural managers drawn from three poolsMost seasoned: international subsidiaries + 5yrs of exp atleast in sales & marketingA few from other global companiesYoungest: MBA grads of leading international business schools

After recruitmentLOreal nurtures a pool of multicultural managers, placing them at the centre of knowledge based interactions among brands, regions and functionsThe Advantages of using Multicultural Managers by LOrealact as a better bridge between a subsidiary and LOreal Paris than a manager rooted in just one cultureManager should be knowledgeable about the competencies of the teamHelp of proper training and thus helping the team mates to understand the cultural differnces7Preventing Losses in TranslationWHO interprets WHAT??Integrating OutsidersDIFFERENCES in cultureMediating with BOSSESCultural BUFFER Tolerance Towards Other CultureNeed of MulticulturalismBusiness Development:Todays business can not flourish without the creative value afforded by high performing global team.Diverse marketing and product development teams that represent target group is needed.

Multi Cultural Employees have -Cognitive Integration:Ability to hold and apply several culturally different schemas.Think as a member of one culture or another depending on need and context.To think simultaneously as member of several cultures. Two Main AdvantagesMediating the relationship between global teamsTolerance and harmonyBringing differences between subsidiaries and headquarters.

Innovation and Creativity:Diverse workforce enhances creativity and understanding of customers.Different people approach similar problems in different ways.Flexible perspective can lead to opportunities for product innovation.