Cross-cultural communication in business happens between any two companies regardless of their location. The potential business partner next door has a different way of presenting information, communicating and doing business than your company, as does the new business partner across the ocean. To effect productive business relationships, every organization needs to be sensitive to the potential issues of cross-cultural communication.
Cross-cultural communication has become strategically important to companies due to the growth of global business, technology, and the Internet. Understanding cross-cultural communication is important for any company that has a diverse workforce or plans on conducting global business. This type of communication involves an understanding of how people from different cultures speak, communicate, and perceive the world around them.