![]() Knowing a foreign language is just part of the parcel-the other party’s cultural background, values, and beliefs also need to be understood. ![]() Intercultural communication studies communication across different cultures and social groups and describes the many communication processes and related issues among groups of individuals from varied cultural backgrounds. Employees with intercultural communication competence are highly sought-after. It’s not surprising that intercultural understanding and communication are top priorities for international businesses today. Last-minute redesign and reprinting can be very expensive, so it is crucial to ensure that any text and images used are culturally appropriate. In fact, whole campaigns have had to be pulled due to a lack of prior research into cultural awareness. In international business, the failure to understand cultural differences can bear serious consequences.
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