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By Celia de Anca

Global range is a key factor dealing with all businesses and agencies. This leading edge new booklet embraces variety and exhibits the way it can, if rigorously understood and built, give you the instruments had to reach the values and features more and more demanded by way of company businesses and environments.

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1 Ǡ D O M I N A N T A N D R I S I N G VA L U E S 21 Until now, it has seemed that the principal reason for action was to obtain things and keep them. Nevertheless, we can begin to observe elements that are beginning to change these tendencies. People are no longer solely interested in their remuneration when they sign a contract. They also evaluate, and give almost equal importance to, the characteristics of the company they are going to join, the person they will report to, their career path, and the working environment.

A commercial organization has, and must have, making a profit as its principal objective and the one that justifies its existence. It should generate the economic added-value (profit) expected by the executives, shareholders and society. Orthodox liberal economic theory says that if the objective of the company, or more precisely the management responsible for it, is not to make the maximum profit for shareholders, the corporate executive would be spending someone else’s money for 1 Ǡ D O M I N A N T A N D R I S I N G VA L U E S 17 general social interest.

Hundreds of books and articles have been written that deal with the subject and this demonstrates how relevant it is. Change is here now, and the only thing that matters is our capacity to take advantage of it. The next chapter analyzes to what extent, both from a historic and from a business point of view, diversity is present in these changes, harmonizing and giving form to them, being a motor of growth and a basic impulse for action. 33 2 Diversity in the Historic Perspective of Business Management In Chapter 1 we saw how business management in recent decades has been dominated by a series of dominant values.

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