Intercultural Communication within Multinational Marketing Firms: A Societal Perspective

Abstract

Communication within corporations is often a challenge, as the large size of firms and conflicting goals of individuals are manifested by miscommunications. This situation is exacerbated in multinational corporations (MNC’s). This paper reviews the extant literature on intercultural communication within MNC’s from a societal perspective, and furnishes propositions that will detail methods marketing managers can use to facilitate effective communication.