INTERCULTURAL COMMUNICATION WITHIN THE GLOBAL ECONOMY. A LOOK AT ASIA.

In the larger context of globalisation and internationalization, navigating business operations in a multicultural environment is no easy task. The Far East has always fascinated the West through the uniqueness of its traditions, while at the same time remaining mysterious and rather difficult to assimilate for those who have not experienced culture shock before. Therefore, this paper strives to emphasise the importance of familiarising business students with the key issues related to cultural awareness and communication, focusing on Asian cultures in contrast to the Western world since, in the light of the latest political and economic developments leading to an ever-increasing Chinese dominance, they will undoubtedly be putting that information to good use. [ABSTRACT FROM AUTHOR]