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MODERN APPROACHES TO INTERCULTURAL BUSINESS COMMUNICATION IN GLOBAL MARKETS

Meera Sanjana Raghavan
Published 30 January 2025
Vol. 11, No. 1 (2023)
pp. 15-28
CC BY 4.0
  1. 1
    Meera Sanjana Raghavan
    Business Communication, Business Ethics and Communication Group, Indian Institute of Management, Calcutta, Joka, India
    IN

Teaching intercultural business communication presents a unique challenge, often leading to a conceptual delusion for students as it blends socio-cultural studies, communication, and business into a hybrid subject. This amalgamation can result in intellectual confusion, requiring instructors to adopt suitable perspectives, devise effective pedagogical approaches, curate relevant course materials, and design appropriate evaluation methods. In the contemporary landscape, intercultural communication has become paramount due to the proliferation of crosscultural interactions, necessitating novel learning and teaching techniques. This paper endeavors to overhaul the conceptual framework of intercultural business communication, aiming to harness its potential as a tool for fostering genuine globalization within business education

JournalJournal of Marketing Management and Research
ISSN3065-033X
Volume / IssueVol. 11, No. 1 (2023)
Pages15-28
Published30 January 2025
Access Open Access
LicenseCC BY 4.0 — reuse with attribution
PublisherKeith Publications
Raghavan, M. (2025). MODERN APPROACHES TO INTERCULTURAL BUSINESS COMMUNICATION IN GLOBAL MARKETS. Journal of Marketing Management and Research, Vol. 11 No. 1, pp. 15-28

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