GLOBAL BUSINESS

Running Head : GLOBAL BUSINESS

Impact of Cross-Cultural Communication on Marketing Strategies

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The world has become a global village . Gone are the times when individuals would produce just enough to satisfy their needs and the needs of their family . Self-sufficiency was the name of the game and people were content as a result , there was no need to develop relationships for commercial purposes . However , slowly and gradually , as populations began to increase , the needs and demands of such populations simultaneously began to rise . Eventually , people began

to resort to barter trade - the exchange of one good /product against another Different professions also came into being merchants , traders and artisans began to exhibit their talents and create a niche for themselves . This trend not only grew at the individual level , but at the national and international level as well , with many countries entering into trade pacts and agreements with other nations across the globe Since many of the nations interacting with each other at economic forums differed from each other in terms of history , race and culture therefore great emphasis began to be laid on the need to understand the backgrounds behind each country and , in addition , the different customs and traditions that were involved in the ways their people conducted business

The aim of this is to outline the impact of cross-cultural communication on a company 's marketing strategies implemented in a particular country and the integral role it plays in shaping the future of...