The success of modern international businesses relies upon ef fective strategies of globalization. These people might speak different languages, have different cultural attitudes, and have different historical backgrounds. One cannot expect to apply the same business methods and techniques to a foreign company that one would use with a local firm.
Multicultural awareness is a vital component of any global marketing plan.
This workshop examined some of the cultural issues a businessperson might encounter in his or her dealings with foreign companies. Some of the areas that were discussed included concepts of time, negotiating techniques, gestures, body language, and intercultural communications. The following activity is an example of one that was used in the workshop. I would like to acknowledge two of my colleagues from Slovakia, Zuzana Robinsova and Lubina Rovanova, who first created this activity and which I have revised for my own purposes. Work with a partner.