Cross-Cultural Etiquette and Communication in Global Business: Toward a Strategic Framework for Managing Corporate Expansion

Ephraim Okoro


The expanding scope of business corporations in the first decade of the twenty-first century is drawing much
scholarly attention, and the trend has been described as a fact of life that defies the stretch of human imagination.
The concept of global economy has expanded consumer awareness, defined new standards and rules of
operations, and increased the need for national and corporate interdependence. Multinational organizations are
exploring opportunities around the world, demonstrating sensitivity towards cultural differences in order to gain
from the proliferation and growth of international enterprise. Recent studies indicate that while some
corporations compete successfully in the global marketplace, others have failed to sustain their competitive
advantage because of cultural imperialism or inadequate acculturation of their managers on international
assignment. Corporate analysts argued that the key to global business success depends on effective cross-cultural
etiquette and global workforce diversity management. Other significant studies emphasized that global managers
should be trained in interpersonal relationship and group communication competence, and should be equipped
with cross-cultural negotiation skills that can maintain global competitiveness. Increasingly, corporations
recognize the value of preparing global managers, because business objectives of are not been achieved
primarily because of deficiencies in cross-cultural etiquette. Against this background, this study provides a
constructive evaluation and analysis of global etiquette and cross-cultural communication for managers in
international assignments. The study then proposes a strategic role for organizations to achieve adequate return
on investments and to succeed in international competitiveness through cultural awareness, sensitivity, and

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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