It's a Small World after All: Cross-Cultural Collaborative Exercises

Abstract

Marketing educators are increasingly required to provide a multicultural perspective in their courses. The proposed teaching innovation, cross-cultural collaborative exercises (CCCE), offers students direct experience with another culture through a collaborative assignment and lecture. This exercise challenges students’ perception of differences and similarities that exist between cultures. A detailed illustration and description of this innovation is provided. Student feedback and recommendations for other CCCE applications are also offered.