700 Reasons: Reason #255

Reason: 255
Failure to 'culturally adapt' sales and marketing material is a major cause of cross-cultural miscommunication. Moreover, companies which have successfully mastered adaptation have usually done so by adopting a 'language' or communication strategy in the first place
Hagen, S. (1999) Business Communication Across Borders (London: LNTO and CILT)
Related Keywords:
Business, Communication, Culture, Intercultural competence