Cunningham says that one can tell a lot about a company's approach to international business by looking at its philosophy of marketing. Standardization involves applying the same marketing, production and management techniques that are used in the U.S. to the other country. Customization, which is the preferred philosophy, calls for tailoring each international venture for the country. While customization is more expensive than standardization, Cunningham emphasizes that companies must analyze their potential return on investment before deciding which philosophy to adopt for their international product lines. There's much more to communicating across cultural boundaries - it involves the entire cultural approach.
Mallard says intercultural communication is more than sending and receiving verbal messages.
To do this you must be culturally sensitive. Walls views language and culture as intimately related. When it comes to understanding the impact a message will have, you're not going to understand what happens to the message unless you understand how the people think. There are many cultural issues that companies must consider. Some basic guidelines will enhance the effectiveness of intercultural communication.