West Meets East: Lessons Learned from Misunderstandings During Market Expansion in Russia

Abstract

The purpose of this book chapter is to consider how misunderstandings occur, amplify in time, and influence the outcome of a Western European corporation originally established in Russia. While conventional literature generally studies the nature of misunderstandings between two individuals, which occur at a given moment in time, we intend to focus on longer chains of communication. Research demonstrates that difficulties can arise prior to actual exchanges and that the approach, as promoted by Intercultural Communication experts does not go far enough to guarantee good communication between partners. Our data analysis has helped us identify; (i) numerous malfunctions in relation to the “other”, prompting the outbreak of misunderstandings, (ii) intercultural aspects that may broaden recognition of the problem, as well as (iii) behaviours that block the process. This chapter aims to create an initial general overview of the process and help define and refine future comprehensive training.