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
- Reference:
- Hagen, S. (1999) Business Communication Across Borders (London: LNTO and CILT)
- Related Keywords:
- Business, Communication, Culture, Intercultural competence
700 Reasons to study languages...
