«‘International Business Strategy and Cross-cultural Management: An Applied Approach is not just another standard IB textbook. The book excels in several ways. First, it fulfils the title’s promise of an applied approach by translating IB and cultural theory into many exciting real life company cases and a constructed but realistic case, “Magic Juice”, which reappears in each chapter covering its key topics. The successful application of theory makes the book appealing to students as well as managers facing the challenges of international business, not least the question of how to navigate intercultural interactions. Here, the authors bring two interesting concepts to the table: “the culture map” and “cultural intelligence”. Often, textbooks focus on either IB strategy or cross-cultural management. However, the two topics are closely related and this book offers a happy marriage of the two. I give the book my warmest recommendations.’»

Bent Petersen, Copenhagen Business School, Denmark