ABSTRACT
This chapter describes attention to cultural aspects that have hidden meaning and often lead to misunderstandings within intercultural communications. A Dutch producer of milk powder had for some years exported milk powder to African countries. In the past, their product was sold in rectangular aluminium cans. Strong competition forced management to cut costs across the board. One of the consequences of this cost reduction was that the aluminium cans were replaced by small bags of aluminium foil. The iceberg model highlights that the most dangerous parts of a culture are invisible. The biggest pitfall in intercultural communication is the assumption that: if student see no problems – there are no problems. But as in the Titanic the submerged part of an iceberg can cause unforeseen calamities. Iceberg‘. The main problem with communication is the illusion it has taken place.
