Cross-Cultural Communication Essay - 1173 Words

Introduction For the course of International Management the following assignment has been giving with the objective to select a topic in the field of International Management. The topic for this paper is Cross-cultural Communication in Marketing/advertising. Communication is such an important part of everyone’s daily life, not only in one’s personal life but also in organizations. Also now a day, we are becoming every year more and more global and working with different countries and cultures around the world. Henceforward, globalization is increasing, which makes communication a very important part of doing business internationally. Every organization has their own way of communicating and doing business with others. They have their†¦show more content†¦Market segmentation: The process of dividing a market into distinct groups of buyers who might require separate production or marketing mixes (Wells, Burnett, Moriarty, 2006). Advertising: Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, Moriarty, 2006). Globalization: The process of social, political, economic, cultural, and technological integration among countries around the world (Luthans Doh, 2012). 1.2 Advertising Messages: International Management Communication is the process of transferring meanings from sender to receiver. On the surface this appears to be fairly straightforward process. On analysis, however, there are a great many problems in the international arena that can result in the failure to transfer meanings correctly (Luthans Doh, 2012). Communication – verbal and otherwise – remains an important dimension of international management, and there are different communication styles, how communication is processed and interpreted, and how culture and language influence communication and miscommunication (Luthans Doh, 2012). One way that perception can prove to be a problem in international management communication is the very basic misunderstanding caused when one side uses words or symbols that are misinterpreted by others. Many firms haveShow MoreRelatedCross Cultural Communication And Communication744 Words   |  3 PagesCross-cultural communication is increasingly recognized as a major barrier to leveraging intellectual assets globally. The importance of cross-cultural competency has been identified in numerous areas of business, and strategies are continually developed to improve cultural awareness and effective communication and collaboration. It is important to first establish what is meant by cul ture and communication. Munter defines culture as consisting of â€Å"values, attitudes, and behavior in a given groupRead MoreCross Cultural Communication : Communication2036 Words   |  9 Pagesbetween cultures and wanting to promote cross-cultural communication. 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