International-Business-Dr-R-Chandran-E-book

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International Business- Dr. R. Chandran
15. CROSS CULTURAL COMMUNICATION
The major challenges to do international business are not
only managing people, money and resources. To trigger all
those resources and succeed one has to understand two
areas:
1. CULTURE
2. COMMUNICATIONS
Learning Value:
On completion of this chapter the reader can:
1. Understand the complexities of culture
2. General characteristics of culture
3. Implications of culture in business operations
4. Different nations and different methods to deal
5. Challenging cultural elements in the current era
A unique set of traits, behaviours, values, habits, norms and ethics innovated
and practiced in the past and forwarded to the future generation for day to
day practice is culture.
Culture is the essence of life. For many nations it is the basis of their
identification and countries are often identified by their cultural inheritance.
The culture of the country affects the way people behave, and often explain
why they behave the way they do. In general, we often talk about oriental
culture, western culture and material culture, but these terms are not explicit
and can have a number of connotations. The pattern of behaviour in different
cultures will reflect in business deals, working conditions, productivity
levels and whether a company is accepted in different countries.
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