Strategic Thinking in Respect to Quality and Culture
Strategic Thinking in Respect to Quality and Culture

Summary/Abstract: The article shows an integrated view of quality control, and quality management in the framework of strategic thinking and also the impact of intercultural diff erences concerning the understanding of concepts of quality. Therefore, quality and strategic thinking are to be discussed, starting with the development and defi nition of the terms and the focus will be based on the costumer related quality criteria. According to this approach aspects of product quality like design, function, image, brand, service, usability, profi tability and reliablity of products on the one hand as well as marketing strategies on the other hand play an important role within the intercultural context. Quality, highlightened under the topic of intercultural management, is not so clearly defi ned as management will try to convince us it is. The term includes values and attitudes, constructed and defi ned by costumers of a cultural background, shared in common, so it has to fulfi ll the needs of this specifi c cultural group and therefore must be adapted. The article closes with some suggestions concerning the requirements on expatriate leadership

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