There are those who will tell you that globalization is creating an envi- ronment in which companies can operate virtually anywhere in the world under identical conditions to those back home. This is a dangerous belief. It leads people to assume that there is one norm, one way of doing things, one way of looking at the world. As globalization gathers momentum, contact between businesspeople from other countries is becoming more frequent. The more national boundaries a company crosses, the greater the scope for misunderstanding and conflict. To succeed internationally, it is essential to break the barriers of culture, language and set patterns of thinking.
Most of the time, communications break down because there is a culture gap of which neither side is aware, or because compatriots back home at the main office won’t allow their managers in the field to adapt corporate policy to suit local needs.
Bridging the Culture Gap is based on the real-life business situations of the authors’ many international clients. Featuring many case studies, cul- tural preference scales and practical tips, this summary will help those of any nationality to become better communicators. Whether you are planning to give a presentation to a cross-cultural group or about to negotiate with an overseas client, the advice found in this summary will help you ensure that your cultural-awareness antennae are well tuned.
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