Cross-Cultural Communication in Business: The Impact of Cross-Cultural Communication from A Marketing and Advertising Perspective

Abstract

In a world so diverse and culturally rich as the one we live in today; it would be a pity to waste the possibility to broaden our horizons and understand a little of what is distant from our everyday lives. Communication is the most powerful tool we have to connect with other human beings, not only to fulfil our social needs but also for business purposes. To be effective communicators, one is not only required to speak several languages: there is so much more than words can describe. Managers need to learn about other cultures’ traditions, body language, values, customs, and many more cultural aspects that deeply influence the way business is conducted around the world. This is why cross-cultural communication is such an important topic for business studies and has long been rightfully studied. The analysis of the concepts of culture and communication are the key to understanding such a complex theme.