Intercultural Communication And Business Communication

Introduction
In business, communication is a fundamental concept as it is a collaborative activity which enables goods and services to be created and exchanged through close coordination of individuals on domestic and global scales. According to Hooker (2008), when it comes to the intercultural exchange of business activities, complex product characteristics or production schedules for example, should be mutually understood and trading between partners should be negotiated taking into account differences in business communication. It is important to realize the way in which spoken and written language is interpreted in a business context. Understanding of intercultural communication is critically related to business and can determine efficiency and the outcome of a business position. Intercultural Communication is a form of communication that aims to share information across different cultures and social groups. Applying practices of intercultural communication within a business organization requires the understanding of cultural values, social expectations and workplace practices in order to ensure the collaboration between people to be effective. It is also important to understand the coordination and management of people from

In Italy, according to Business e via Italy (2015), image comprises everything and Italians are experts in creativity, using the words and good punch lines, advertising and marketing of which are focused on the design and cool and beautiful models of products and services. As business practices, online advertising is currently capturing 4% of the advertising market but continues to storm ahead.(Wang,2015) Mass consumer marketing heavily relies on the communication of the country and thus from the impersonal advertisements. People in these cultures prefer to take advice from someone they