ABSTRACT
In today’s business environment, the ability to communicate effectively across geographies and cultures is increasingly important. Cross-cultural communication is the study of a particular idea or concept within many cultures and involves a comparison of interactions among people from the same culture to those from another culture (Myron & Koester, 1993). Cross-cultural communication is imperative for any company that has a
1 INTRODUCTION
Like the late 20th century, it is widely recognized that the 21st century has been and will continue to be a century of globalization during which the industries will depend increasingly on the generation of knowledge through creativity and innovation, and that human creativity is the ultimate economic resource (Florida, 2005). Globalization also brings people of all nations closer together, recognizing that interacting with people of different cultural backgrounds could bring opportunities for growth. The purpose of this paper is to present how cross-cultural understanding help creative talents in industries develop new products for emerging markets in the developing world and for improving the health of the world’s poor.
