By the end of the 20th century, 80 percent of the U.S. products were competing in the international market. This fact emphasizes the globalization of the world's economy. The changing environment and increasing complexity of the 21st century workplace makes communication even more important. In this globalized context, people and organisations have to change their way of communication in order to maintain healthy business relations.
Richard R Gesteland, in his book Cross-Cultural Business Behavior, explained the differences between cultures in a business context with a lot of personal examples, thanks to his background as a Sales Manager all around the world. However, are all these statements and examples relevant in an intercultural business communication context? How can we use Gesteland's dimensions when we analyze intercultural business communication?
Firstly, we have to examine the different kinds of intercultural business communications. There are different sorts of relationships in business; the way of behaving changes depending on whether you are on the phone with your counterpart, when you visit him abroad, when he visits you in your country and so on.
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