Contextualizing Background Information
Communication is probably the main issue in cross-cultural matters.
Conflict, loss of trust, bureaucracy, delays, good deals going wrong, and
many other deceptive situations are the direct consequence of poor communication
in international business.
Th e aim of this chapter is to discuss the communication process in
detail, suggest ways in which it should be improved, and present examples
of why and how bad communications practice could be as damaging as
good communication could be rewarding.