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The study of cross-cultural communication is a global research area. As a result, cultural differences in the study of cross-cultural communication can already be found. For example, cross-cultural communication is generally considered part of communication studies in the US, but is emerging as a sub-field of applied linguistics in the UK.
While overall standards for a “good ad” are similar across group, cross-cultural customers actually need personal relevant to create ads more attractive to them. In multicultural environments, the overall makeup of society is diverse, influencing the need for a multi-cultural approach to marketing strategies (Rugimbana & Nwankwo, 2003). [2]
Intercultural communication is a discipline that studies communication across different cultures and social groups, or how culture affects communication.It describes the wide range of communication processes and problems that naturally appear within an organization or social context made up of individuals from different religious, social, ethnic, and educational backgrounds.
Inter-cultural communication principles guide the process of exchanging meaningful and unambiguous information across cultural boundaries, that preserves mutual respect and minimises antagonism. Intercultural communication can be defined simply by the communication between people from two different cultures. [ 1 ]
7 Dimensions of Culture. Trompenaars's model of national culture differences is a framework for cross-cultural communication applied to general business and management, developed by Fons Trompenaars and Charles Hampden-Turner. [1] [2] This involved a large-scale survey of 8,841 managers and organization employees from 43 countries. [3]
Individuals from multinational organizations who follow the cultural synergy concept in today’s global economy must be aware and competent in cross-cultural communication. Previous research indicates that the effectiveness of global corporations is highly influenced by the cross-cultural competence.
Since the introduction of co-cultural theory in "Laying the foundation for co-cultural communication theory: An inductive approach to studying "non-dominant" communication strategies and the factors that influence them" (1996), Orbe has published two works describing the theory and its use as well as several studies on communication patterns and strategies based on different co-cultural groups.
The concept appears to overlap with others such as cross-cultural competence and cultural intelligence. [6] The subject has been linked to studying abroad, [7] foreign talent acquisition, [8] immigrants and refugees, [9] career success, [10] sports coaching, [11] leadership development, [12] and global business. [13]