From the introduction:

This article describes the transcultural identification and cooperative work between a European corporation and its subsidiary in São Paulo, Brazil. The historical development and business results delivered by their joint work show that the identification of every employee worldwide with a company’s strong corporate values and a definite commitment to these values are a solid basis for successful cooperation. The focus on cultural differences is replaced by a focus on cultural commonalities to leverage success stories, not only internally between subsidiaries, but also between a subsidiary and the headquarters, or externally with other companies and customers.

Several examples describe historical, social and cultural as well as business aspects that have influenced the recent history of the Zeppelin Latin America Equipamentos Industriais Ltda as a 100% subsidiary of the German traditional industrial engineering and equipment manufacturer Zeppelin GmbH. The steps taken to turn the local company into an important collaboration tool within the corporate business strategy, along with cultural and human aspects of these steps, are described in the form of a case study. As a further objective, the article tries to identify shared common values between the headquarters in Germany and the Brazilian subsidiary.