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Multicultural marketing strategies acknowledge and cater to the diverse perceptions, motivations, and beliefs among consumers from different cultural backgrounds. By integrating cultural norms from various ethnicities, businesses enhance the visibility of their products or services, demonstrating a genuine appreciation for cultural diversity ...
It is related to cultural competence (the skills needed for effective communication with people of other cultures, which includes cross-cultural competence), and is sometimes regarded as the precursor to the achievement of cultural competence, but is a more commonly used term. On the individual level, cultural sensitivity is a state of mind ...
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.
Identity management theory can be applied not only to the context of intercultural communication but more specifically the context of intercultural friendships. In one study, identity management theory was used by researchers to reveal the stages and transitions that explain how the process of relational identity formation works in ...
Intercultural intelligence, or ICI, is a term that is used for the capability to function effectively in culturally diverse settings and consists of different dimensions (metacognitive, cognitive, motivational and behavioral) which are correlated to effectiveness in global environment (cultural judgement and decision making, cultural adaptation and task performance in culturally diverse ...
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]
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.
With that knowledge, diversity marketers aim to develop a mix of different communication methods, to reach people in each of the diverse groups present in the market." [ 1 ] Thus, diversity marketing is the process in which companies study the market they are in or about to enter by different means (e.g. surveys, focus groups or in some cases ...