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Nowadays, globalisation has turned out to be a popular term. As business becomes more and more international, companies try to expand and do business in foreign countries. In order for them to adapt in the global market they need to gain an insight into the different cultures. Understanding a country's business culture is a vital factor in setting up a successful business and communicating effectively. Cross-cultural awareness is a challenge for every international business person.

A lot of research has been done in the field of cross-cultural understanding and communication. The theories of many academics are and have been applied to business and management in our days.

One of these researchers is Edward Hall. He differentiates one culture from another by the style each one communicates (Schneider & Barsoux, 2003). Some cultures, where the message is explicit, are low-context (Germans, Scandinavian countries). Such cultures are characterized by flexible ingroups and......

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Approximate Word Count: 3269
Approximate Pages: 14 (250 words per double-spaced page)

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