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Grow: Use Your Cultural Advantage
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Competitive Advantage from Cultural Differences

Young Diverse BusinesspeopleIn a rapidly globalizing market environment where corporate alliances cross boundaries, organizations increasingly have to interact, manage, negotiate and compromise with people from different cultures. If ignored or mismanaged, cultural differences can lead to great frustration and ineffectiveness by uselessness of competitive advantages.

Competitive advantage from a marketing perspective is the ability gained through attributes and resources to perform at a higher level than others in the same industry or market. To have it you must create an edge over your competitors. It occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can be diverse including skilled personnel human resources and especially peoples from different background with cultural differences. It brings some difficulties but the results demonstrated that cultural diversity does in fact add value and, within the proper context, contributes to firm competitive advantage.

Unfortunately most companies do not think about cultural differences as a source of competitive advantage but in the aggressive business world, especially in today’s economy, every advantage counts to establish your business in the top of your industry.

Summarizing my view points, competitive advantage is a key determinant of superior performance and from a multicultural marketing perspective; cultural differences into your company must be perceived as an asset.

Erika Cruz, Guest Blogger
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Contest: Win One Year of Expert Marketing Help
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Jump Start Your Marketing with Project Rev

The Deluxe Corporation & SCORE Launch Project Rev

: Brought to you by the Deluxe Corporation and SCORE, Project Rev is a yearlong program to help 10 entrepreneurs jump start their small business marketing efforts.

Prize: Winners will get personalized mentoring from a SCORE counselor to help them succeed. They will also have access to best-in-class marketing expertise, a range of small business marketing tools and services and one year of marketing sponsorship to take their businesses to the next level. The customized marketing support, valued at up to $5,000 could include:

  • Market plan development
  • Web site design, hosting
  • Search engine optimization
  • E-mail marketing
  • Promotional products
  • Logo design
  • Print marketing support
  • Market research insight
  • Public relations mentorship

Winners will also share their experiences and results through video, social media, speaking engagements and on Their stories will help other small businesses discover what works.

Apply: Register at

Deadline: May 4, 2010

SCORE Association, SCORE
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