Recontextualizing Scandinavian practices in a Latin American regional office

Purpose The purpose of this study is to explore how Danish and Mexican communication and management practices are recontextualized at the Latin American office of a Scandinavian multinational corporation (MNC) located in Mexico. Design/methodology/approach A case study based on interviews, observations and company documents was conducted. Findings Well-educated Mexican middle managers appreciate the participative communication and management practices of Scandinavian MNCs, which transcend most experiences at local workplaces, but their interpretations and meaning system are influenced by the colonial legacy and political and socioeconomic context framing their working conditions. Originality/value This paper provides a contextualized analysis of a rich case study to further illustrate the challenges faced by MNCs in their quest to establish a regional office in a Latin American context and offers a theoretical model of the elements involved in complex recontextualization processes.