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Knowledge of others for market success

Knowledge in order to make decisions, said Luigi Einaudi yet, now more than ever, knowledge in order to sell. In an increasingly complex economic environment, on markets which are constantly changing and where competition is fiercer each day, the level of knowledge of the cultures where they operate becomes a must for companies. It takes more than a product, inside the factory and out.

For this reason it is important to analyse in greater depth the bonds and influences of aspects relating to intercultural communication in companies, above all with respect to the end market. This is what Ingrida Sedliaková, from the economics and management faculty of the University of Nitra in Slovakia, has attempted to do in Intercultural communication and its role in international business: a clear, brief study which takes into consideration the theory and practice of intercultural knowledge as an important element of corporate culture.

The research starts out with a fact, with the author explaining that in the life of companies it is known that there are many cases of failure of business meetings due to the lead players’ ignorance of intercultural communication.

According to Ingrida Sedliaková the success of the business requires a basic knowledge of the motives which determine different ways of thinking of the people within firms and on the market, as well as awareness of how these differences have a direct influence on the behaviour of the same companies and consumers/customers.

The work therefore covers the techniques and strategies which can be adopted and goes into depth about the negotiation attitudes of five business areas: Germany, France, India, Japan and the Arab world. The understanding of the culture, the micro-culture, the environmental contexts, the perception of social relations and verbal and non-verbal behaviour, the work concludes, increases the likelihood of being an effective and productive manager.

Intercultural communication and its role in international business

Ingrida Sedliaková

Department of Management, Faculty of economics and management, Slovak University of Agriculture Nitra, 2013