the contex of globalization
Communication and culture in international business - Moving the field forward

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6. Loss of cultural diversity: Globalization can lead to the homogenization of cultures, as certain dominant cultures and practices become more prevalent. This can result in the loss of unique cultural traditions and identities, which can be detrimental for cultural heritage and diversity.

goals

examine the process of communication between people of different cultures

measure the influence of culture on communications between nations

Identify gaps and research approaches

enhance existing research in communication in International Business (IB)

by reflecting on the current state of the field

importance

have successful communication that is recognized at various levels:

interpersonal

group

organizational

should be effective with different settings:

what´s it about?

emphasize the fundamental role of communication in international business operations

changes

predominant focus on intercultural communication patterns

based on cross-country survey data

The general objective of the article is to promote the understanding and theorization of communication research in BI.

encourage IB scholars to further explore the intersection of culture and changing communication of global business interactions

kamila andrea mosquera rodriguez

trends

The authors identify eight dominant research trends and recommend changes to:

address the gaps

provide a more complete understanding in the IB

improve theory construction and advance the field From intercultural perspective to interculture

different trends to achieve the goal:

Various methodologies

Focus on communication processes

Virtual teamwork and process perspective

Fluency of intercultural communication styles

Cultural meaning creation process

Importance of key concepts