Gugin - Limfjordsvej 68 - 2720 Vanloese- T: 2220 2323 - W: www.gugin.com - E: gugin@gugin.com

Our approach

We have spent 6 years developing models for making companies succeed in a globalised, multi-cultural world.
A lot of things has changed since it became relevant discussing how to categorize and bridge cultures. The stereotypes has disappeared, but the cultural challenges haven't - they are just much more diverse than before and are seen in dimensions we didn't even think of before. Looking at national cultural clusters is much less relevant than it was 20 years ago. Today you often have a much greater cultural challenge between e.g. your R&D department and your sales department than between the different nationalities in a company. For that reason we decided to develop a new approach to reconcile and mediate the differences instead of focusing on the differences themselves.

Our aim is to create value and synergies from cultural diversity. Our starting point is your objectives and your strategy. We then work with your organisation to release the power of cultural diversity that all organisations have - if they have the courage to set it free.

Working with Gugin is refreshingly different. We don't entirely rely on 30 year old theories. Instead we research and develop constantly to find solutions that support today's businesses in the best possible way.