chapter 9

As a company Adidas tries to promote good group behavior and shatter groupthink. Diversity is one of Adidas’ core values and they encourage individuals with different ideas, strengths, interests and cultural backgrounds. The company embraces different individuals and believes that diversity will result in success and better performance. To help their employees face intercultural diversity Adidas trains all of its employees in intercultural communication. In this training they are made more aware of different cultures and learn how to overcome the challenges presented by intercultural working environments. Adidas also regularly holds  an in-house workshop called ‘Diversity Day’ with presentations and discussions with internal and external guest speakers on topics such as intercultural communication, work-life integration, networking and women in leadership positions.

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