Setting the stage
Global business and intercultural integration
In a globalized world, corporations interested in expanding their businesses to foreign markets should realize the urgency of understanding local cultures and their variety of traditions in order to become successful, providing products and services was coined for acknowledging the importance of having a global strategy approach with local adaptations and tailoring of business activities (Svensson, 200. To engage with local audiences, companies first need to build intercultural competences through the communication bonds with other cultures to appreciate and recognize their existing differences. Corporations might be aware of such differences or a portion of them, however, communication helps to transfer tacit knowledge between individuals by learning new concepts and skills to manage differences positively (Taylor and Osland, 2011).