ABSTRACT
Edward Hall's intercultural communication theory introduced a concept called “context” as a way to explain communicative behaviour. According to Hall, the founder of the intercultural communication field, communication is culture, and culture is communication. From a cultural point of view, there are many differences in the ways people speak, including the way people arrange their words, the tone of voice they use, how they select the content of a message, and the person to whom they direct the message. From a cultural perspective, people are shown to apologize for many reasons. International managers need to call upon their cultural awareness to realize that many people need to be pushed and prodded to talk about themselves. The essence of cross-cultural communication has more to do with releasing responses than with sending messages. It is more important to release the right response than to send the message.
