Business Communication -successful communication between cultural sub-groups
Cross-cultural communication is the process of interaction of members of different cultural sub-groups. The concept of cross-cultural communication, as well as business challenges related to it, has been widely discussed in the recent years, as more and more businesses are entering international markets and operate multinationally. Such operations, of course, require a company to deal with a variety of cultures. Furthermore, both internal and external communication of the organization is to be effective in order for the business to succeed globally (Rosenhauer, 2009).