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Book Extract: Increasing cross-cultural awareness

Small gestures such as knowing how to greet or pronouncing names correctly can make a huge difference while managing today's cross-cultural teams

In July 2007, Starbucks Coffee was banished from Beijing's Forbidden City after seven years in operation amid protests over the American chain's incongruity with traditional Chinese culture. The eviction campaign was led by Rui Chenggang, a popular national television news anchor, who argued that even though Starbucks had good quality stuff, it was still a symbol of America's low-class food culture. Thousands of protestors agreed with Chenggang that having a Starbucks outlet inside the Forbidden City, a site of cultural and historical importance, was not globalisation but an ...