Cross-Cultural Communication

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Introduction For the course of International Management the following assignment has been giving with the objective to select a topic in the field of International Management. The topic for this paper is Cross-cultural Communication in Marketing/advertising. Communication is such an important part of everyone’s daily life, not only in one’s personal life but also in organizations. Also now a day, we are becoming every year more and more global and working with different countries and cultures around the world. Henceforward, globalization is increasing, which makes communication a very important part of doing business internationally. Every organization has their own way of communicating and doing business with others. They have their own strategies how to improve their business and making the communication more efficient. Marketing is also a part of communicating, but with the community/customers, and of course there are some differences in how it is done in each organization. Also it is not always that companies want to get attention and attract the same type of people, so it’s important for an organization to know their target markets. Also organizations must be very careful with the use of language, pictures, colors and symbols, because the message may be misunderstood or misinterpreted as something else. The objectives of this paper is to provide a answer to the following questions: • Do you think that there is a global market campaign that is the same around the world? • How do you think would be a good way to avoid misinterpretations while advertising internationally? • Mistake/problem. How would you as a Manager resolve these mistake/problem? 1.1 Definitions Communication: the process of transferring meanings fr... ... middle of paper ... that professionals use in their work – such as persuasion and association. Therefore, effective advertising creates six types of consumer responses. The following are: 1. Perceive (perception), 2. Understanding (cognitive), 3. Feel (affective/emotion), 4. Connect (association), 5. Believe (persuasion), 6. Act (behavior) (Wells, Burnett, & Moriarty, 2006). Works Cited Hofstede, G. H., & Hofstede, G. J. (2005). Cultures and organizations: Software of the mind. New York: McGraw-Hill Luthans, F., & Doh, J. P. (2012). International management: Culture, strategy, and behavior. New York, NY: McGraw-Hill Moran, R. T., Harris, P. R., & Moran, S. (2007). Managing cultural differences. Routledge. Retrieved from Google Scholar Wells, W., Burnett, J., & Moriarty, S. E. (2006). Advertising: Principles & practice. Upper Saddle River, NJ: Pearson/Prentice Hall
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