Cross-Cultural Communication in the Digital Business Environment

Abstract

In the digital era, cross-cultural communication in the business environment has become more widespread than ever before. Many organizations have spread their business units overseas not only to strengthen their financial status but also to establish a strong business network worldwide. Cultural awareness shapes the behaviour of business organizations in cross-culturally reflected international markets. Therefore, understanding cultural differences is one of the significant skills for organizations to develop to have a competitive advantage in international business. Digital technologies are changing the business environments through which they interact with their clients. The chapter articulates the changing business environment and the need for cross-cultural communication in the digital environment. The influence of globalization on cross-cultural communication, adoption of various communicative strategies, cultural impacts, issues faced by global managers, overcoming barriers to cultural adaptations, and key areas influencing adoption of digital communication are assessed.