University of Hertfordshire

From the same journal

Together we Innovate: Cross-cultural teamwork through virtual platforms

Research output: Contribution to journalArticle

  • Rikke Duus
  • Muditha Cooray
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Original languageEnglish
Pages (from-to)244-257
JournalJournal of Marketing Education
Journal publication dateDec 2014
Early online date29 Jun 2014
Publication statusPublished - Dec 2014


In a global business environment, marketing education must support students to develop cross-cultural agility and adeptness with an aim to enhance their employability. This article contributes with an experiential cross-cultural exercise that enables students to develop new enterprises in collaboration with other students in a different country through virtual teamwork. The exercise exposes students to practical cross-cultural learning, enterprise development, and virtual team management. Results from students’ reflection journals indicate that the exercise is enjoyable, builds confidence in a range of skills, and prepares students for future employment. We offer guidance and direction on how to design and execute this experiential cross-cultural exercise and also highlight the challenges faced and strategies for success

ID: 2959206