ABSTRACT
In Paris they simply stared when I spoke to them in French; I never did succeed in making those idiots understand their language.
Mark Twain, US writer, 1835-1910
Globalization and internationalization increasingly bring firms from different cultures into contact with each other, thereby not only creating opportunities for cross-cultural contact that have potential for mutual benefit but which also contain scope for serious cross-cultural misunderstandings. The increased cross-border reach of business requires an enhanced awareness of and sensitivity to differences in languages, values and behavioural norms. The alternative is less effective or even failed negotiations, marketing drives and investment plans. In a positive light, although it is far from easy, companies can attempt to manage culture to their advantage.
