Enhancing Cross Cultural Communication In The Marketing Classroom: A Case Approach

Main Article Content

Michael C. Budden
Connie B. Budden
Tará Burnthorne Lopez


Cross-Cultural Communication, Retailing, Shopping, Business


The importance of effective communication skills in the workplace is widely documented and recognized as a success factor in many fields of endeavor.  As the workplace becomes more diverse and more global in nature, the ability to communicate across cultures is gaining in importance.  A class exercise in which Panamanian educators and US students cross-interviewed each other is discussed with regard to its perceived impact on the communication process and on its ability to enlighten students on shopping behaviors of persons from another culture.


Download data is not yet available.
Abstract 410 | PDF Downloads 318