The Importance of Intercultural Competence in the Development of Successful International Businesses
7 Pages Posted: 26 Aug 2014
Date Written: August 1, 2004
The essay discusses the importance of language learning, understanding of other peoples, and cultural awareness (together "intercultural competence") in developing successful business. It outlines theoretical problems posed by cross-cultural business ventures and then considers, in turn, three essential phases in the product life cycle (adaptation, engineering and marketing). Using various examples from recent years and two case studies (British East India Company and Infineon Technologies), it illustrates how business ventures can falter from a lack of intercultural competence or flourish in its presence. – The essay won 1st prize in the 2004 John Payne Competition of the European Business School (ebs) London.
Keywords: intercultural competence, culture, business, communication, language, media
JEL Classification: F23, L23, M10, M31, M54, N83, Z10
Suggested Citation: Suggested Citation