2. Listen to Part Two and choose the best answer to each question.
1) D2) B3) D4) A5) D
There are probably three key areas where Lorena might encounter short-or medium-term cross-cultural issues. One is that as Zara continues to expand, it might have to open other distribution centers on other continents in order to ensure that the level of service is maintained. Language, culture, and work relations may vary significantly from the closely-managed operation currently in place in Spain.
Next, as more stores are opened in different countries, the company may run into more specific challenges in accommodating customers‘ requirements due to a lack of cultural sensitivity. For instance, McDonald‘s only began making a profit in Portugal after it realized that it needed to open a small café within each store and serve espresso in cups and saucers.
Last, Zara‘s expansion might mean either building manufacturing sites abroad or outsourcing some of the manufacturing to other countries. This may pose the challenge of moving from a more centralized management style to a more global style. To prevent these issues from becoming a problem, Lorena needs to ensure that she has a truly international team in place with members from both multilingual and multicultural backgrounds; draw up a plan on how global logistics will support global expansion; start a succession plan and train new logistics managers who could be ready to take on overseas responsibilities; and encourage store managers to include suggestions on cultural specifics which may help in making the final product and brand expansion successful.