Many projects are currently conducted in international businesses in which cultural issues play an important role. In-depth analysis of the risks associated with the unknown of this type of issues offers companies a better understanding of how to focus their marketing tools to be more effective, and provides project managers with strategies to improve customer relationships. Hofstede's Cultural Dimensions and Meyer's Culture Map have demonstrated that every society possesses distinguishing features. These cultural theories serve as foundation for including the category of culture in a proposed Cultural Risk Breakdown Structure. Through a literature review, risks associated with cultural differences are identified in projects executed in Africa, China, and the Middle East. By linking these risks to cultural dimensions, it is possible to identify the psychological competences framework in international businesses. Therefore, the aim of this paper is to create not only a comprehensive record of these risks but also a list of the new skills and competences that project managers must possess to improve client satisfaction and make decisions in a crosscultural environment. By considering the association between psychological aspects and cultural issues, this analysis will be of considerable benefit for improving relationships in international contexts. K E Y W O R D S culture, international business, project management, relationship marketing, risk Psychol Mark. 2018;35:150-159.
The aim of this research is to help improve the effectiveness of international development projects (IDPs) with a focus on enhancing their success. For this purpose, this work seeks to identify links between the management of risks among five projects executed in Cauca (Colombia) and the success of these projects in terms of project management and impacts on the beneficiary communities. An analysis of these projects reveals the most critical risks encountered and the relationships between the management of those risks and the success of the projects. The use of fuzzy logic through the fuzzy-set qualitative comparative analysis (fsQCA) program is key to performing this difficult task. The results of a qualitative study reveal that the most important risks correspond to economic, cultural, and political factors. A quantitative analysis by fsQCA shows a direct relationship between the management of cultural differences and the positive impacts of IDPs on the beneficiary communities.
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