Communication Across Cultures An Essential Skill For...

Communicating across cultures has become an essential skill for multinational business leaders, as well as for employees who work in diverse environments. Hence, having a thorough understanding of cultural context (high, low, and everything in between) positions employees and managers to have effective internal and external communications with a range of stakeholders. I am interested in understanding high and low cultural context to enhance my current cross-cultural communication requirements and to use it as a variable as I consider establishing my own business in the future. Explanation of Key Term The importance of understanding communication across cultures, specifically high-context versus low-context, is to the business owner†¦show more content†¦Ultimately, there are many business process to which a global business leader may apply the nuances of high or low cultural context. Major Article Summary One article applied the concept to e-commerce. Prumyan and Broeder set out to describe how cultures on each end of the spectrum made purchasing decisions during online shopping (2016). Their study compared and contrasted consumer behaviors within a high-context culture, Armenia, and a low-context culture, The Netherlands, to determine practical implications for online marketing (Pirumyan Broeder, 2016). Foundational to their research was the application of several published theories behind purchasing behaviors of online shoppers such as: The Theory of Planned Behavior, Integrative Model of Behavioural Prediction, and Lim’s Theory of Online Buying Behaviour (Pirumyan Broeder, 2016, p. 35). Since their research used one product and two cultures, they noted that their findings could be enhanced by future research that includes a larger variety of products and consumers (Pirumyan Broeder, 2016). The authors presented several hypotheses concerning the i mpact of cultural context on attitudes toward online shopping and the type of product information that influences purchasing decisions. 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