This paper probes some key elements of cross-cultural issues in international business communication and provides a framework for creating competitive advantage for firms engaged in international business. Culture affects many aspects of international business communication. It impacts free trade policies, localization and standardization strategy decisions, advertising, brand effectiveness, business relationships, international business management, international marketing, international negotiation, and consumer behavior. Seven themes are suggested as guidelines for further research: cultural impacts of markets, international versus domestic business communication, standardization versus adaptation in cross-cultural communication; cross-cultural dimensions of business communication research, cross-cultural aspects of the business communication mix (advertising, promotion, sales, public relations, trade shows, and commercials), cross-cultural aspects of business communication in the service sector, cross-cultural communication implications of the aftermarket, and cross-cultural business communication education and professional training.
Camilla H. Wang, Shantou University, China
Robert G. Tian, Shantou University, China
Stream: Cultural Studies
This paper is part of the ECCS2015 Conference Proceedings (View)
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