5Cultural Challenges and Quality Management Practices of a German Multinational in Brazil
Introduction
Multinational companies (MNCs) often face cultural challenges when implementing organizational and business practices, such as quality management in their foreign subsidiaries (Hadjikhani et al., 2012; Mayrhofer, 2013; Barmeyer and Davoine, 2019). The international transfer of practices can be viewed as a cross-cultural process between individuals in which subjective perception, interpretation and the creation of meaning play an important role (D’Iribarne, 2012). In particular, diverging systems of meanings and misinterpretations may lead to difficulties in communication and implementation. ...
