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because we live in a cross-cultural world.Diversity is a very similar issue-most workforces are increasingly diverse- in terms of age,gender,ethnic origin,qualifications etc so managing complex staff groups or delivering services/products to today's consumers requires cultural literacy-as much as computer literacy or emotional iintelligence.It's also linked to the concept of global business-you may wish to sell your goods/services internationally in which case you will need to understand the decision--making rules and habits of your new consumers.

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