Knowing your communication style and being willing to adapt it companies must invest in these important skills a recent ibm ceo study found that cultural misunderstandings are one of the top three reasons why global mergers and deals fail in fact cultural misunderstanding accounted for more than half of failed mergers 65 to be exact. While many companies now offer training in the different cultures where the company conducts business it is important that employees communicating across cultures practice patience and work to increase their knowledge and understanding of these cultures. Culture lives deeply within all of us and yet it is never the only way to understand a persons goals interests and preferences begin your relationships by understanding the person within the culture and setting and you are on your way to communicating across cultures. 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
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