Workshop C: Walls and Bridges: International Business Communication between Globalization and Deglobalization
The globalization of business has not only led to more contacts but also to the desire of individual cultures to preserve their identity which they feel is threatened by these developments. This “wall of culture” has gained more significance in the current discussion of deglobalization. Quite frequently, not dividing opinions about quality, price and conditions but deeper lying cultural differences can lead to the failure of international business communication. This workshop discusses the role of cross-cultural competence as a key element in international management and global communication.
Prof. Dr. Torsten Bügner ist Rektor der AKAD University, Studiendekan School of International Communication & Culture und Professor für Wirtschaftssprachen und Wirtschaftskommunikation.