Trends and Issues in Multicultural Business Communications in South Africa - An Exploratory Perspective

Abstract

This article probes the possibility of diminishing business miscommunication in South Africa, by focussing on an awareness of the barriers to effective multicultural marketing and management communication. Business communication is defined as consisting of management as well as marketing communication. The results of a pilot survey on existing business communication strategies in one of the largest provinces in South Africa, is discussed. This had led to some pointers towards a more comprehensive research project, with the ultimate aim of providing a three-tier model for effective multicultural internal and external marketing communication strategies in a post - Mandela South Africa.