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Cross-Cultural Business Communication: An Anthropological Approach Toward Diminishing Geographic Borders
Abstract
It is broadly recognized that cultural factors act as invisible barriers in international business communications. As such, understanding cultural differences is an essential skill for both business educators and business practitioners as geographic borders become increasingly fluid. This chapter provides a framework for both business practitioners and educators engaged in international business. Seven themes are suggested for future research: cultural impacts of markets, international vs. domestic business communication, standardization vs. adaptation in cross-cultural communication, cross-cultural dimensions of business communication research, cultural aspects of the business communication mix, cultural aspects of business communication in the service sector, cultural communication implications of the aftermarket, and cross-cultural business communication education and professional training. The chapter concludes with suggestions that business anthropology be adapted as a tool for culture on international business and education.
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