An exploratory study of intercultural communication of global companies
Elmentve itt :
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | communication corporate culture globalization intercultural communication marketing |
| Online Access: | http://dolgozattar.uni-bge.hu/43442 |
| Kivonat: | The purpose of this study is to investigate how different cultures have varying expectations when it gets to marketing activities and advertising. It is essential for a company to take into consideration the culture of the market in which they would like to achieve success when they are actively seeking growth and expansion of their operations. Discovering the most pressing challenges facing intercultural communication is the primary objective of this study. When entering a new market, businesses that do not take into account the cultural differences may produce offensive advertisements or engage in miscommunication, either of which can result in scandals or even the market failure. The study will be organized as follows: first, a review of the relevant literature will be presented and analysed; second, primary research will be carried out in the form of interviews with marketing professionals working for multicultural organizations; and third, conclusions, suggestions, and recommendations will be offered. |
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