LOCAL AND GLOBAL COMMUNICATION
Multicultural setting
Global Communication
1. A person or an organization in one country sends a message.
2. The message is encoded.
3. The message travels through a channel or medium.
4. The receiver in another country decodes the message.
5. The recipient receives the message. When it comes to communicating globally, it is
usually in the encoding and decoding that problems occur. As with any communication,
ensuring that the message is received as it was intended, is the responsibility of the
sender.
Ex: Global advertisements, political speeches, journalistic news stories social
media posts, press releases, books, traditional print publications, email, web
page
Global Communication in Business
- The development and sharing of information, through verbal and non-verbal
messages, in international settings and contexts.
- Importance: paramount because individuals from different countries,
ethnicities, languages, cultural attitudes, and other variations must understand
one another and express themselves to another effectively to work together.
• a corporate law firm.
• a protocol and etiquette specialist
• a media consultant a human resources and labor law expert
• a management consulting firm a corporate anthropologist
• a market research firm
Language Barriers in Global Business Communication
Germany: Clairol marketed a new curling iron named "Mist Stick" In German; mist
means manure.
Ethiopia: When Gerber began selling its baby food here, they used it as the same
label design as in other countries, featuring a cute infant. In Ethiopia, however, where
not everyone was literate, the custom was that images on a label only depicted the
jar's contents.
Mexico: When Parker Pen began marketing its pens to this Spanish country, its motto,
"It won't leak in your pocket and embarrass you" was translated to, "It won't leak in
your pocket and make you pregnant.
